DoubleClick set to unveil new identity

DoubleClick, the ad-serving platform that is set to be swallowed by Google, will launch a new brand identity tomorrow as part of a move to reposition itself as the “nerve centre of digital marketing”.

The new look, including a new logo and brand colours, will be unveiled today (Wednesday) at the Insight 2007 conference held in London. The company says the new positioning “reflects its role, partnering with both buyers and sellers of digital media, and is an expression of the company’s commitment to innovation, insight and focus on client and employee success”.

The new branding has been created by Ogilvy Advertising and Ogilvy Brand Integration Group. A microsite, created by AKQA, which explains the new brand and features videos of industry luminaries talking about the online industry, has been launched at www.doubleclick.com/nervecenter.

DoubleClick says that later this year it will launch a redesigned corporate website and an aboveand below-the-line advertising campaign that will run across online and traditional platforms. The new brand will be applied to all DoubleClick’s global facilities and assets by the end of the year.

DoubleClick president Ben Regensburger says the new positioning “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.”

Google is waiting to hear whether the US competition authorities will give the go-ahead to its proposed $3.1bn (£1.5bn) acquisition of DoubleClick. Despite complaints from rivals, the move is likely to get the greenlight.

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