Abacus Expected to Reveal Its New Brand Identity Today

CHICAGO - Cooperative database and marketing solutions company Abacus will reveal its new brand identity today at the Direct Marketing Association's Annual Conference for Catalog and Multichannel Merchants.

The new brand identity is based on the shift in the direct marketing industry and the company over the past year, the Broomfield, CO, company said.

Over the last six to nine months Abacus has introduced circulation solution FastPath and marketing database solution ClearEDGE to meet industry demand for multichannel marketing tools.

The rebranding comes nearly a year after equity firms Hellman & Friedman LLC and JMI Equity bought Abacus parent DoubleClick Inc., an online advertising services firm in New York.

Abacus, formerly known as DoubleClick Data Solutions, hired Ogilvy Public Relations, Denver to assist with the rebranding in August 2005.

DoubleClick and Abacus agreed to a $1 billion merger in 1999.