Ketchum hired to broaden Insight's image in IT space

TEMPE, AZ: IT company Insight has embarked on a rebranding campaign, and has hired Ketchum to lead the way.

TEMPE, AZ: IT company Insight has embarked on a rebranding campaign, and has hired Ketchum to lead the way.

Insight has been known predominantly as an IT reseller. But with last year's acquisition of Comark, a company that focuses on IT implementation and services, Insight is seeking to broaden its image as a company that not only sells IT technology, but also helps companies design plans for what kind of IT to buy, helps implement that technology, and then provides follow-up services.

"With the magnitude of this change, we wanted to partner with an agency that understands the magnitude of what we are trying to do," said Dave Canham, Insight's SVP of marketing and product management. "Comark and Insight both have incredible equity. But this is not one plus one equals two. We've created something that will redefine who we are."

Ketchum will help Insight create an integrated PR campaign to communicate the new brand value - one that combines the competitive prices and IT selection of Insight with the more service-oriented Comark.

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