Home  › Marketing › Strategies
agency-photo

Outrider Canada Rebrands as Catalyst Canada

  |  January 17, 2013   |  Comments

GroupM announced on Wednesday that Outrider Canada, the search marketing arm of GroupM Canada, will now go under the moniker of Catalyst Canada. The move aligns the search agency's branding with others in the portfolio.

GroupM announced on Wednesday that Outrider Canada, the search marketing arm of GroupM Canada, will now go under the moniker of Catalyst Canada. The move aligns the search agency's branding with others in the portfolio.

GroupM is WPP's consolidated media investment management operation, serving as the parent company to agencies including Maxus, MEC, MediaCom, Mindshare, Catalyst and Xaxis.

It's more than a simple renaming. In the announcement, GroupM said that the rebranding would create a single cohesive offer in the region and combine the expertise of the two units.

Jeff Lancaster, CEO of Catalyst Canada, would not divulge specifics. He told ClickZ, "It's a bid for us to achieve more consistency in going to market. We've built innovative practices in the United States and Canadian marketplaces operating under different brands for the last few years. This will unite the practices we have across North America."

Lancaster said an increasing number of his agency's clients want to engage across multiple markets, and more are looking for specialists in search. "It used to be, [search] would get wrapped in with the media or creative agency. Now advertisers recognize that search is a specific discipline, and there seem to be a lot more specific engagements for search," he said.

"Unite" does not mean consolidation, Lancaster said. Catalyst Canada will maintain its full infrastructure, including client services teams, technology teams and billing.

And yet, "The teams will become a lot more collaborative in terms of developing offerings. Right now, we have product teams on both sides. Now, we will get a lot more collaboration in terms of taking that to the next level," Lancaster said. "It's just getting our product teams together."

When asked what steps Catalyst was taking to achieve that collaboration, he said, "I can't comment, but there are some things to come."

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...