BuzzLogic Rebrands as Twelvefold Media

In the US, online metrics company BuzzLogic has changed its name to Twelvefold Media, to reflect a 'substantial increase' in its size and range of activities since launch.

The San Francisco-based firm uses a proprietary content index and analytics capability to determine which consumer conversations are most critical to advertisers, then uses this data to produce and place customized media plans across the web. The re-brand follows the recent launch of Spectrum, a platform targeting ads based on the enthusiasm consumers show for online content.

CEO Dave Hills explains the thinking behind the change: 'BuzzLogic was a name that reflected more of who we were years ago, which created misunderstanding in the marketplace. With the launch of Spectrum, we felt it was time for a fresh start, and began looking for a name that best exemplifies what we are today.'

As part of the re-brand, the firm has also re-named its suite of products:

• Twelvefold Touch (formerly BuzzRoll) - which delivers relevant ads to consumers, matching creative to the emotional connection they make with content;
• Twelvefold Studies (formerly BuzzStudies) - which measures the impact of media within specific content, relating it to individual brand objectives; and
• Twelvefold Insights (formerly BuzzInsights) - which provides research and content target building aligned to brand objectives.

The company's new URL is www.twelvefold.com .