Global advertising company, WPP, has rebranded its search engine marketing firm AdvancePositions.com, to mSearch.
The moves comes as online brand visibility is becoming increasing important, with e-shopping this Christmas reaching almost £4 million alone. A recent study released by Deutsche Bank and MediaPost (see US Online Adspend To Increase By 30% In 2005) confirms the importance of online branding, stating that online branding campaigns were found to take more ad dollars than any other form of advertising, a trend expected to continue into 2005.
Commenting on the rebrand, Richard Collins, worldwide chief executive officer of mSearch said: “AdvancePositions was a dotcom brand, and we felt it didn’t encapsulate the global reach of our specialist SEM business.” He continued: “In recent months there has been a definite consolidation and globalisation of the market, and mSearch is ideally placed to take the leadership.”
mSearch’s clients already include several high profile advertisers such as IBM, Ford and Sony.