Isobar Unifies Branding Worldwide

by , Dec 19, 2013, 9:40 AM
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Digital agency Isobar, part of the Dentsu Aegis Network, is undergoing a global rebranding.

Like many shops that have expanded around the world with acquisitions many of its regional operations had compound names like Roundarch Isobar in the U.S., wwwins Isobar in China, Trigger Isobar in South Africa and for a time, AgenciaClick Isobar in Brazil.

Now, given the number of multinational clients the agency works with, the compounds are being dispensed with and all regional units will be known simply as Isobar.

Roundarch Isobar in the U.S., the product of a $125 million merger two years ago with what was then independent digital agency Roundarch and Isobar U.S., is making the switch effective today. It’s the last region to do so. Asia completed its rebranding earlier this month and Europe a short time before then.

“When you’re a globally integrated agency and clients want to do business with you in multiple markets,” said Jeff Mailing, Isobar’s North American co-CEO, the compound branding “doesn’t quite work.” The streamlined branding will “clean up and clarify” the brand identity worldwide, he added.

The firm estimates that between 70% and 80% of its clients around the world do business in multiple markets. In the U.S. the firm works with about 40% of its clients on a multiple market basis, Maling said.

Clients include Adidas, Avis, Danone, Coca-Cola, Disney, Fiat, Foot Locker, Google, General Motors, HBO, Kellogg’s, Lego and Sony. The agency has 3,000 staffers in 63 offices worldwide.

Geoff Cubitt, also North American co-CEO, noted that the agency has an innovation unit called NowLabs on four continents and that Isobar also sponsors the MIT Media Lab in the U.S. “A single brand clarifies that our service offerings and innovations are the collaborative product of our global talent, benefiting our clients everywhere,” he said. 

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