NEW YORK: Six months after completing its acquisition of Medialink, The NewsMarket is rebranding to introduce the combined company as Synaptic Digital. The company's new Web site went live April 7, and it plans to expand its outreach and marketing as a new company.
"It's been a good six months from an integration perspective," said Synaptic Digital president and CEO Jim Lonergan, who noted that the company looked at staffing, job functions, technology, and office locations during that time. The company is hiring, he said, but also working to leverage and combine any duplication among the two staffs. The NewsMarket team also moved into Medialink's New York headquarters.
"We stepped back, once the combination of the two companies came together," he said. "We felt, based on where we want to go, it was time to put together a new brand."
The company worked with branding consultant Laura Brightsen to come up with the new name.
Lonergan explained synapses are "the parts of the brain that link and connect," and "digital" demonstrate how the company goes beyond just video into other communications strategies. Certainly digital has become the discipline that everyone in marketing wants to demonstrate an expertise in.
The company is using advertising, social media like Twitter and Facebook, media relations, and influencer outreach to spread the word of the rebrand.
"We want people to know we're not new," Lonergan said. "We have a strong, award-winning staff to help them do anything from production to distribution, and all across the board."
It plans to expand its marketing in general in the coming months, targeting corporations and organizations in addition to the agencies and firms it currently counts as clients. It will also target IR and other elements of the corporate communications function.