Synaptic Digital rebrands as Definition 6 in London

LONDON: Synaptic Digital has rebranded its London office as Definition 6 less than two months after Definition 6 acquired the earned media and content distribution company.

LONDON: Synaptic Digital has rebranded its London office as Definition 6 less than two months after Definition 6 acquired the earned media and content distribution company.

Synaptic Digital Europe MD Matt Thomson will continue to run the London branch as MD of international business at Definition 6. The rebranding will allow the agency to offer Synaptic Digital's media relations and content services along with Definition 6's unified marketing strategies.

The company rebranded to meet clients' evolving needs and to bring the Definition 6 name into international markets, said Definition 6 CEO Michael Kogon.

“Customers in international markets had been talking to [Thomson] and his team about how they could expand upon content development and media relations with more digital activation,” he explained. “The other element is that Definition 6 has primarily been a North America-oriented company, but North American clients with global offices say they want service in other markets.”

Synaptic Digital's US offices will retain the same name, but its Asia branches will also rebrand as Definition 6 in 2013. The Synaptic Digital brand will remain in the US because of the company's strong relationships with PR agencies, Kogon said.

“Synaptic Digital has wonderfully robust, rich relationships with the PR agency community, and we plan to invest in and grow those relationships,” Kogon said. “We want it to be very clear we plan on growing those partner support services, not dwindling them, so there's no need to muddle the message.”

With the rebranding in London, Definition 6 plans to grow its staff “to handle the increase of work,” Thomson said.

Synaptic Digital's website TheNewsMarket.com, a content network for journalists and bloggers, will also keep its name.

“This was a very natural progression. We've talked to our customers, and they're pleased and excited that we're able to offer them a wider suite of services,” Thomson said.

Definition 6 bought Synaptic Digital in September. The acquisition nearly doubled the staff of Definition 6 to more than 200, and enhanced the firm's content marketing and content distribution abilities, such as broadcast and post-production, social media, and technology support.

The deal also expanded Definition 6's international reach. Synaptic is headquartered in New York, with additional offices in Ahmedabad, Beijing, Chicago, Denver, Los Angeles, Mumbai, Munich, San Francisco, and Washington, DC.

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