IBM Watson's Newly Sold Marketing Tech Division Rebrands as Acoustic

Its major selling point is focus


The company formerly known as IBM’s Watson Marketing has rebranded as a standalone company called Acoustic.

The new name, announced today, comprises the 1,000-person division acquired in April by the private equity firm Centerbridge Partners that hopes to bring a more focused approached to marketing assisted by artificial intelligence.

When asked to describe the brand strategy, Acoustic CEO Mark Simpson didn’t provide many tangible details about the reasoning. However, he said it would help people think of listening to something—or someone—and help marketers think less about technology and more about a “very human thing.”

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