New Branding Initiative for Performics

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There is a new Performics today – actually, it’s DoubleClick Performics, rather than Performics Inc., the performance marketing division of DoubleClick.

What to make of the change being unveiled today at Ad-Tech in San Francisco? Cynics will say this was is a response to pundits suggesting an imminent Performics dissolution.

According to the announcement, they have “been working on the new brand identity for almost a year.”

Here’s the text of the message sent out Monday evening…

Dear Valued Partner,

I am pleased to announce that Performics has a fresh face—a new corporate identity that builds on our history as a pioneer in search and affiliate marketing as well as our alignment with the DoubleClick brand. As part of the new identity, Performics will now be called DoubleClick Performics. The marrying of DoubleClick and Performics allows us to better connect Performics to the DoubleClick brand, and share with the industry the collective strengths we bring to the market. The new identity will be unveiled at adTech San Francisco on April 24th.

Almost two weeks ago we announced that Google agreed to acquire DoubleClick and therefore, DoubleClick Performics; so, why re-brand now? We have been working on the new brand identity for almost a year. As part of the research and brand audit we conducted, we heard from our clients and the industry about our strengths and their expectations for the company. We are moving forward with the launch of our brand for two reasons: (1) we have every intention of meeting and exceeding our client’s expectations, and (2) the five key values and attributes of integration, insight, investment, implementation and innovation, will continue to drive DoubleClick Performics. In addition, the acquisition is not complete and, until it is, we continue to operate as an independent company.

Over the past two years, we have strengthened the core of our business. Today, we are well-positioned to offer world-class service with leading solutions that help our clients optimize their campaigns. We are excited to introduce the new corporate identity, which features a new color, green, and intersecting circles that represent DoubleClick’s new positioning as the “nerve center of digital marketing” while emphasizing DoubleClick Performics’ “thinking forward” strategies and relationships that are integral to executing leading search and affiliate marketing campaigns in the industry. The new identity and our new positioning are truly a reflection of who we are today and the experience we provide for our clients.

We’ll also be sharing those insights on a new microsite. The site, which we’ll launch on April 24, will feature leading industry experts on industry topics. In the coming weeks, you’ll hear from AKQA executive creative director Lars Bastholm, community founder Craig Newmark, industry expert Esther Dyson, and others. We also want to hear from you and your recommendations on industry leaders you are interested in hearing from, and what you’d like to see on our new corporate website, launching later this year. You can access the site at www.doubleclick.com/nervecenter beginning April 24.

I hope you are as excited about our new identity and what it stands for as we are. If you are attending the ad:tech conference, please stop by our booth, #5963, and learn more about DoubleClick Performics’ new identity. We look forward to seeing you there.

Thank you.

Stuart Frankel
President, DoubleClick Performics

Now I’m off to update the Affiliate Summit speaker page to reflect the name change for Dan Chiss, Senior Director, Affiliate Strategy & Network Integrity at the new DoubleClick Performics.