Abacus, formerly known as DoubleClick Data Solutions, named Ogilvy Public Relations, Denver, to reintroduce the brand.
The agency, whose clients include Raindance Communications and Rivet Software, is also charged with educating Abacus' audience of direct marketers about its offerings. The assignment includes a national media and analyst campaign.
Abacus provides cooperative data, data management and analytical services to catalogers, retailers and business-to-business marketers.
The rebranding comes a few months after equity firms Hellman & Friedman LLC and JMI Equity bought Abacus parent DoubleClick Inc., an online advertising services firm in New York.
DoubleClick and Abacus agreed to a $1 billion merger in 1999.