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BRANDING NEWS: DoubleClick unveils new brand image

DoubleClick, a provider of digital advertising technology and services, has announced a new brand identity.

The rebrand, which includes new logo treatment and brand colours, was unveiled at the Insight 2007 conference it held in London last month. It has also undertaken a new positioning as the 'Nerve center of digital marketing', which aims to reflect DoubleClick's role in partnering with both buyers and sellers of digital media.

Later this year the company plans to launch a redesigned corporate website and an advertising campaign that will incorporate online and print advertising, along with a number of viral media platforms. The new brand will be applied to all DoubleClick facilities and assets on a global basis by the end of 2007. As well as in London, it has also already been unveiled to the US public at the Ad Tech San Francisco interactive media conference, held in April.

“Our new branding is a powerful expression of DoubleClick's position at the centre of digital marketing, serving the world's leading buyers and sellers of digital media,” says Ben Regensburger, president of DoubleClick International. “It communicates both our rich heritage as well as the forward-looking spirit that has characterised our company. It stands for the innovation and insight we offer clients to help build successful businesses and to advance the industry as a whole.”

DoubleClick worked with agency partners Ogilvy and Ogilvy Brand Integration Group to oversee the brand overhaul. It has also launched a microsite, created by design agency AKQA, which introduces the new brand and features videos of industry luminaries from around the globe, whose interviews will be featured on the site over the next few months.


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