Capgemini acquires Rufus Leonard to boost brand design capabilities


Capgemini Group has acquired Rufus Leonard, the London-based brand design and experience agency.

Rufus Leonard’s capabilities in building category defining brands through design and technology will enhance the Group’s customer first services in the UK.

The acquisition, which completed on June 1, 2022, will help Capgemini meet client demand for creativity, strategy and design services to enable customer centric transformation.

Rufus Leonard is a 70-person agency that specializes in transforming service brands by turning complexity into engaging experiences. Its client base includes World Wildlife Fund (WWF) and AXA UK. The company’s creative design expertise is said to be complementary to Capgemini Group’s creative consultancy, frog, part of Capgemini Invent.

The Rufus Leonard team will become part of frog in the UK.

Cyril Garcia, CEO of Capgemini Invent and Group executive board member, said: “Clients are looking to embrace digital opportunities and continually re-invent themselves for true, long-lasting value and impact. Rufus Leonard’s specialism in harnessing technology and design to enhance a brand’s promise will augment our frog offerings in the UK. Rufus Leonard was a natural fit for us in terms of capabilities, clients and culture. I am delighted to welcome them to the Group.”

Neil Svensen, chairman and founder of Rufus Leonard, added: “Capgemini’s global scale and reach will bring incredible value to our clients. Our people will also benefit in terms of their personal development and career opportunities. We are excited by the Group’s approach to incorporating data into its customer centric design services, as well as its highly complementary culture and client base.”