‘X’ marks the new spot for Acxiom

Acxiom Corp. has launched its most comprehensive corporate branding campaign in the firm’s 37-year history in order to reflect the company’s evolution.

The integrated brand marketing effort, which includes print and online ads, marketing materials, internal communications and public relations, also features Acxiom’s new theme: “We make information intelligent.”

“Our company has gone through a lot of growth, we are not what we were even three years ago,” said Mimi San Pedro, marketing group leader at Acxiom. “We are a whole new company. We are not simply a data-centric company but an enterprise-wide solutions company, and our new tag line and branding reflects that.”

The new ads will appear in several publications, including this one.

Acxiom, founded in 1969, integrates data and technology services to create and deliver customer and information management solutions for many major companies. Acxiom’s solutions involve customer data integration technology, data, database services, IT outsourcing, consulting and analytics, and privacy leadership.

The company has expanded its capabilities, adding digital and risk mitigation solutions, growing its European operations and helping clients achieve real-time enterprise data management.

The campaign would establish clarity and brand equity for Acxiom through the consistent visual representation of the distinctive “X” in the Acxiom logo. The “X” has been a signature graphic in the logo since the early 1980s when the company was called CCX Network Inc.

The X, Ms. San Pedro said, is a visual icon “like the target for Target. It represents what is different and unique about Acxiom.”

She said the reason the company launched the re-branding now is because Acxiom is moving in a new direction since a proxy fight with ValueAct Capital Partners, a Silicon Valley hedge fund, is over. ValueAct managing partner and principal owner Jeffrey Ubben is now on Acxiom’s board.

“We came out of the proxy fight a new, refreshed company,” Ms. San Pedro said. “Now we can focus on our customers and what we have to do to grow in the marketplace.”

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