UK-based Media IQ has rebranded as MiQ as a means of underlining its repositioning as a “marketing intelligence” outfit that offers marketers help with connecting their data to “inform business outcomes”.
The rebrand is the first in the company’s eight-year history, and comes within a year of the company receiving a sizable investment from private equity house ECI Partners in exchange for a minority stake in the outfit.
Rebecca Mahony, MiQ, chief marketing officer, explained the repositioning of the company as one whereby the business will help marketers attribute their marketing activity to outcomes for their wider businesses by turning unstructured data into meaningful insights.
“This new position will help re-imagine the value of marketing and put the CMO at the center of decision making within business. Data is one of the most important currencies a brand has access to and is essential for businesses growth. This new currency requires a new position for MiQ,” she added.
Founded originally in London in 2010, by Lee Puri and Gurman Hundal, MiQ now has operations in the US and Asia, with the outfit now looking to use its proprietary platform AiQ to position itself at the “intersection of big data, artificial intelligence, human ingenuity and real-world experiences”.
Melissa Wisehart, 22Squared, director of billable media, added: “With the data and privacy landscapes changing and advertising sector becoming more competitive than ever, marketers need to get more business insights that are actionable and really understand their data. Marketing intelligence is going to be the key to winning your consumers and MiQ is paving the way forward."