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Eyeblaster Rebrands as MediaMind

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Digital ad solutions provider Eyeblaster is rebranding itself using the name of its flagship product, MediaMind.

"Rebranding our company as MediaMind reflects the growing success of our MediaMind platform," said Gal Trifon (pictured), the firm's CEO and co-founder. "The new name reinforces the innovative vision we are known for and establishes a global foundation for maximizing advertiser opportunities."

The company will retain the Eyeblaster trademark for enhanced rich media and video services. The MediaMind platform is designed to expand rich media campaigns with cross-channel scope, message optimization and data insights to provide improved consumer experiences.

Is this a wise move? Chris Colbert, who leads Boston-based independent ad shop Holland-Mark, said it just might make pay off.

"If MediaMind has more equity and there intention is to focus within the MediaMind category space, then it makes sense to collapse it to that name," Colbert said. "Generally speaking, non-packaged goods companies have too many brands and sub-brands. They can't afford to grow equity in both -- and their customers can't understand the relationships anyway. Simpler is better, less is most often more."

Beyond the change in nomenclature, the firm has been branching out of late, stepping up efforts in Greater China and appointing Clement Tsang country sales director. It also relaunched operations in Hong Kong.

MediaMind has also worked to forge key relationships. About a month ago, WPP Group's Mediaedge:cia selected the company for campaign delivery services.

Headquartered in New York, MediaMind has over 35 offices worldwide. In 2009, the company delivered campaigns for more than 7,000 brands.