R.L. Polk

July 8, 2011

R.L. Polk, the world’s leading source of automotive intelligence and owner of CarFax, approached us for a new website. What we ended up doing for them transformed the entire organization.




Starting with our Discovery Phase, we learned that a simple façade change was not enough. Their customers told us that their way of doing business was closed, difficult, and sales-oriented. We worked with management to provide a path to an open, simplified, customer-oriented brand – expressed through website first.

This took a decidedly cultural approach. Speaking with them internally, we learned what the company could – at its greatest potential – be to its customers.

We changed the mindset: Instead of requesting information, we started to share it. Instead of showing statistics only, we started featuring people. Instead of leading with products, we led with questions.





The website was just the beginning. This initiative spilled over into all of their marketing. How sales operated. How upper management presented the company. And ultimately, how their customers perceived them.

Thanks (in part) to our work, Polk was sold to IHS for a reported $1.4 billion. http://www.autonews.com/article/20130609/OEM/130609876/ihs-to-buy-carfax-owner-r.l.-polk-for-$1.4-billion