The rebrand, which has been under development for nine months, will be finalised by the end of June 2005 when the company will offer all its services from a new website . The site will include additions such as the launch of its US white-label pay-per-click service, Private Label, in Europe.
It will be supported through a global marketing campaign across the UK, US and other European markets. The two-pronged, six-week campaign in the UK consists of online advertising as well as DM, print, ambient media and sponsorship.
A teaser phase pushes the new Miva symbol with the tagline "A change is coming", while a second wave will depict the new brand name from a collage of Espotting logos with the message: "Miva means business".
The move will unite the company's four divisions: FindWhat.com Network/Private Label; Espotting Network; Primary Traffic (Comet Systems); and Merchant Services (Miva Solutions) under a single global name.
Miva and its subsidiaries will operate under three divisions: Miva Media, formerly the FindWhat.com and Espotting brands, will manage advertising networks; Miva Small Business, formerly Miva Corporation, will develop marketing services; and Miva Direct, formerly Comet Systems, will help businesses develop customer relationships by providing desktop consumer software.
Craig Pisaris-Henderson, chairman and chief executive officer of Miva, said: "As our company moves forward as a multi-dimensional enterprise, and as we work to take performance marketing to the next level, we believe 'Miva' better represents our core business vision."
Espotting plans to roll out its new search advertising format, pay-per-call, later this year. Advertisers are charged when users click a search term and then phone a dedicated line, rather than when users click through to their website.
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