Incepta weighs up rebrand of web agencies amid digital rejig

Marketing and communications giant Incepta Group is considering rebranding web agencies JKD and Citigate Hudson as it restructures its online division.

The company is discussing whether to rebrand the operations as Incepta Online, the umbrella name for its new-media division, which includes online ad-technology firm Tangozebra.

JKD clients include Waitrose, John Lewis Partnership, Canon (UK) and Unilever Bestfoods UK, while Citigate Hudson has clients including Credit Suisse First Boston and Sotheby's.

Phil Eames, managing director of Incepta Online, said: "We will keep individual brands where agencies are specialist in their market, such as Tangozebra, and where they are generic, we will roll them into Incepta Online. We may do specialist activity using JKD, but it can handle big web development projects, which our other agencies could benefit from."

Incepta Online includes internet PR consultancy Citigate MARCHcom and e-marketing firm Digital Marketing Direct, which was created in April with core staff from now-defunct firm Hyperlink Marketing.

Separately, Incepta Online is launching a company called Citigate Financial Intelligence with what Eames described as a "significant investment".

The operation, which will provide financial data services online, will use a global database and provide information such as equity information about shareholdings in companies.

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