Agency.com Integrates Itraffic

NEW YORK Agency.com said it would begin operating under a single brand, ending the separate identity for its Internet advertising arm, itraffic.

The Omnicom Group-owned agency said the integrated brand is meant to be the last step it has taken in recent years for Agency.com and itraffic to operate as a single, full-service shop. In the past year, Agency.com has put in place a unified management structure.

“Other people are talking full service and integration, but if you look at their management structures, they’re operating more as a holding company,” said Don Scales, Agency.com’s president and CEO.

Agency.com purchased itraffic in 1999 to bolster its interactive marketing capabilities. Last June, Agency.com bought San Francisco shop Exile on Seventh, which it merged with its San Francisco operations.

“Our go-to-market strategy is taking a bigger picture of the customer journey,” said Julie Roth, executive vice president of corporate strategy. “That’s really resonating with clients.

As it prepares to celebrate its 10-year anniversary, Agency.com has a new logo, created by London-based designer Pentagram. The logo, which emphasizes the dot in Agency.com, is meant to reflect the shop’s dual commitment to bringing clients creativity and measurable results. It also launched a redesigned Web site to reflect the itraffic integration.