and Espotting to launch major rebrand campaign

US search marketing and e-commerce group, which merged with Espotting last year, is changing its name to Miva. The new brand will be supported with a seven-figure marketing spend in the US, UK, Germany, France, Italy and Spain.

Miva, which claims to be the world’s largest independent pay-per-click (PPC) marketing network, is also launching its “white-label” PPC advertising platform in Europe.

In the US, white-label clients include Lycos and telecommunications giant Verizon, both of which use Miva to handle PPC sales on their websites.

The new name has been taken from Miva Corporation, an e-commerce developer the group bought in January 2004. In the UK, the six-week campaign will include print and online advertising, direct mail, ambient media and sponsorship. The first phase, “Symbol” illustrates different variations of the new Miva symbol with the tagline “A change is coming”. The second phase depicts the new brand name, created from a collage of Espotting logos with the new tagline “Miva means business”.

The rebrand, which should be complete by the end of June, will leave the company with three operating divisions. Miva Media, formerly the and Espotting brands, will manage the company’s advertising networks as well as white-label initiatives. Miva Small Business, formerly Miva Corporation, will focus on developing integrated marketing and business packages based on the Miva Merchant e-commerce platform. Miva Direct, formerly Comet Systems, will provide desktop consumer software such as branded toolbars and search-related software applications.

The £135m merger between and Espotting was completed just under a year ago (MW August 19, 2004). Espotting co-founder Seb Bishop is now Miva’s global chief marketing officer, while Espotting UK marketing director and co-founder Chrys Philalithes is European marketing director.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here