NEWS2 May 2019

ABA Research relaunches as Kokoro

UK – Full-service agency ABA Research has renamed as Kokoro – the Japanese word for heart – as the business builds on its new brand promise of delivering ‘emotional intelligence for brands’.

Alison Bainbridge Kokoro_crop

The agency is also boosting its senior team with the appointment of Caroline Bates as insight consultancy director. Bates has led brand and marketing teams at O2 Telefonica and The Post Office before joining the board at Chime Insight & Engagement.

The agency now consists of three expert teams: customer research, customer experience (CX) and insight consultancy. It said the new structure will help with the thinking and innovation it gives its global client base of retailers, financial service companies, travel, tourism and leisure operators and mobile phone companies.

The rebrand also reflects the agency’s growing focus on global projects and expansion. Kokoro has two offices in the UK, a growing presence in the Netherlands and US, and plans to continue to extend its worldwide reach.

Founder Alison Bainbridge (pictured) said: “This rebrand is so much more than a new name. It represents an exciting next step for our business, and an even more exciting prospect for clients who can really look forward to great commercial returns from our insights.”