Dealgroupmedia, the online marketing group, has rebranded as Fuel from today (Wednesday). The new name will be unveiled at the Ad:tech trade show in London.
The company offers search engine marketing, online advertising and affiliate marketing, and will provide these services under three subsidiary brands – Web Gravity, Fuel Ad Network and DGM Affiliates.
The rebrand will mark a new start for the company, after a turbulent year. In 2005 it suffered from technology problems, high staff turnover and the loss of a major client. Managing director Simon Trigg says it has since undergone significant structural, operational, and technological changes.
The company lost £1.5m in the first half of the year, according to results released today. This followed £718,000 of restructuring costs.
Dealgroupmedia was founded in 1999 as an affiliate marketing network. Three years ago it extended its range of services by adding an online ad network. In the same year it merged with search engine marketing specialist Web Gravity.
The company has 80 staff spread across offices in London, Cape Town, Madrid and Sydney. Its clients include BT, Avis and Sony Ericsson.