DoubleClick Hopes to Touch Industry 'Nerve'
24/7 Real Media ran ads in the days after the pending deal was announced asking, "Google to buy DoubleClick for $3.1 billion. Good for them. Good for you?" DoubleClick in response released a statement on Friday that assured customers it would not marry ad data with Google's trove of consumer Web behavior information. The campaign is part of a broader corporate rebranding exercise that features a new logo for the company, developed by Ogilvy & Mather's branding group. It was in the works for over nine months, CMO Marianne Caponnetto said, long before Google inked a deal to buy DoubleClick for $3.1 billion two weeks ago. "The nerve center reflects the fact that we are at the nexus of the marketplace," she said. "We serve both the leading buyers and sellers of the marketplace." Caponnetto said the "nerve center" positioning was developed based on customer feedback prior to the Google deal, and the new circumstances did not warrant a change in approach.
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