ninemsn group unveils new umbrella brand: Mi9 imagination + intelligence
The Microsoft and Nine Entertainment Co. joint venture, and its group of companies, has today unveiled a new corporate umbrella brand: Mi9.
The new corporate and trade brand will be officially launched in early 2012, to reflect the coming together of Australia’s largest and most dynamic portfolio of digital properties.
For consumers, the highly recognisable ninemsn brand will remain unchanged – as Australia’s home online and the face of the nation’s leading digital news portal. But the ninemsn group offering has become something much broader than ninemsn alone.
In addition to ninemsn, the Mi9 group encompasses more than 80 brands including, Hotmail, Messenger, Bing, Cudo, iSelect, RateCity, the Microsoft Media Network (MMN), Xbox and now the Microsoft Advertising Exchange which also launched today. In 2012 Skype advertising opportunities will also join the family.
Through this alignment, the Mi9 group of companies, represent and sell audiences from its own branded properties along with other premium Australian and international online brands. Mi9 will focus on creating amazing experiences in premium environments that engage the customers the advertiser wants.
Says Mi9 CEO Mark Britt (pictured): “As a group of companies, we have evolved beyond a publisher into an end-to-end advertising platform that can meet marketers’ requirements, right across the purchase funnel. We are evolving our corporate and trade brand to reflect the full scope of what we now offer, while keeping with the heritage of Microsoft and Nine.
The bold new logo represents the new broader partnership of Microsoft and Nine Entertainment Co. and includes an ‘i’, representing the new guiding principles for the business. We believe the next phase of digital advertising will be defined by the marriage of two things – imagination + intelligence.”
Britt continued: “Imagination is at the heart of what we do. We know the context of an ad drives brand consideration and preference. Imaginative advertising within iconic content experiences and deep insight delivers better results.
Intelligence is data and technology-led. It is what drives the break-through in great campaigns. We are building insights and technology platforms that will allow us to deliver unique target audiences precisely for advertisers.”
Last week Britt announced details of three new internal appointments as the organisation formally integrated the Microsoft Media Network, and restructured into four distinct divisions: Audience, Advertising, Data and Operations.
3 Comments
Nice logo Mark.
It is amazing and expecting the new umbrella brand.
Interesting tactic to form the best umbrella brand around. We’ll see how it turns out!