Marketwire rebrands to emphasize social prowess

TORONTO: Marketwire has rebranded as Marketwired to reflect its shift to a more social-oriented company.

TORONTO: Marketwire has rebranded as Marketwired to reflect its shift to a more social-oriented company.

The name “Marketwired” refers to the concept of being “plugged in, connected, and engaged in conversations,” said COO Jim Delaney, who joined the company last August from Dun & Bradstreet.

“It's a reflection on the process of listening to the customer's voice to influence companies in how they design, develop, service, sell, and market products,” he said.

Marketwired has also brought on Stu Ogawa as global EVP of product and technology. Ogawa was previously VP of business intelligence at Yahoo, where he led teams responsible for sales tools and analytics. In his new role, he will oversee Marketwired's technology and product development.

“We recognize we're only getting started, and we've got to innovate and prepare ourselves for the future. The whole game of social media is evolving, and we want to prepare for it,” Delaney said. “One of the ways we're doing that is to hire the best and the brightest, many of whom are in and around the Bay Area.”

Since the company acquired social media analytics firm Sysomos in 2010, it has integrated Sysomos' platform with other products. The rebranded company will focus on news release distribution and reporting as well as social media monitoring and analytics, Delaney said.

“Since [the acquisition], we have been focused on ways in which we can leverage the social voice in a lot of our services and products. As part of that continued evolution, it is appropriate for us to think about the next generation of products and services that we're going to take to our customers,” he said.

Delaney added that the company will introduce changes to its Resonate platform, a content-marketing service aimed at PR professionals, this fall. The updates will be “focused on how to turn communication into conversation,” helping users connect with audiences and measure effectiveness of press releases, he said.

Last month, Cision said it would partner with Marketwire to expand its press-release-distribution service.

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