Marketing and database services firm Epsilon is expected to announce today it has changed its interactive and direct agency services unit’s name to Purple@Epilson.
Why purple?
“Well, the simple answer is that’s our corporate color,” said Steve Cone, chief marketing officer of Epsilon.
When considering the new name, Cone said: “I thought: ‘Is there a way for us to get the message out loud and clear that Epsilon is more than a company that for its entire history has been building marketing databases and providing list services and data services?”
He added: “from day one, we’ve also been providing agency services that cross the gamut. We do all our direct mail in house we do all our e-mail in-house. We have our own Web design and development group. We have our own creative folks.
“Rather than call our comprehensive agency group ‘agency services,’ we wanted to give it its own brand name, so I thought a nice approach would be to reinforce our corporate color and call the entire agency group Purple@Epsilon,” he said.
Epsilon is made up of three units: Purple@Epsilon, which is the firm’s agency-services offering; strategic database services, which includes data analytics, modeling and its loyalty systems group; and the Abacus and data services, its co-op database concern in Colorado.
Purple@Epsilon is led by David McRae in Epsilon’s parent Alliance Data Systems’ office in Dallas and Ragy Thomas in New York.
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