Agency.com Merges itraffic Brand

Agency.com has integrated online marketing subsidiary itraffic as part of a brand renewal on its 10th birthday.

“We’ve been working on this for a year,” Agency.com CEO and president Don Scales said of the brand integration and relaunch.

Agency.com acquired itraffic in 1999, but the firm has operated separately since then. Scales said the itraffic brand had been maintained due to its recognition factor, but client demand for a full-service offering finally trumped its value as a standalone. Now, itraffic operations have been consolidated under a single management team in Agency.com’s New York offices.

Itraffic was founded in 1995 as an online marketing specialist. It’s perhaps best known for its “Fly Flat. Fly Free.” campaign for British Airways.

The anniversary rebranding effort also includes a new identity and Web site. Agency.com called on London-based Pentagram to design a new logo, which makes a bigger deal of the “dot,” executives said. The new site will portray its full-service marketing suite. Additionally, the company will host a bash tonight for clients and associates.

In 2004, the interactive firm bought boutique agency Exile on 7th and picked up approximately 20 clients. Longtime Agency.com CEO Chan Suh stepped down in June. Agency.com is a subsidiary of Omnicom.

2005 has so far been a year of brand consolidation for interactive agencies. Last month, aQuantive integrated i-FRONTIER under behemoth sister agency Avenue A/Razorfish.

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