Uranium Interactive rebrands as U92

Montreal agency Uranium rebrands to reflect changing focus of the agency

Montreal-based agency Uranium Interactive has changed its name to U92 – the chemical symbol and atomic number of uranium – to better reflect a changing focus of the agency.

To be cast as interactive “or just plain-old digital didn’t stick to what we were doing more and more,” said president and partner Jean-Sébastien Monty.

Monty said the former name did not match the agency’s digital marketing and business and technology consulting work, which includes ecommerce and mobile platforms. “It also did not work well bilingually.

“I wanted something that is more encompassing, that reflected more the evolution of the shop,” he said of the rebranding of the 20-employee agency, which was founded in 2001.

Monty, who co-founded Cloudraker and sold his share to his co-founding partner two years ago, joined U92 in 2013.

In joining U92, Monty said he envisioned an agency that would develop more on the business and mobile side and would integrate into a 360 degree communication strategy. It would “take clients from strategy to campaign all the way to the actual transaction platforms.”

U92 has received several mandates and clients in recent months such as RDS (mobile sites), Standard Life (mobile applications), Telus Health (mobile platforms) and University of Moncton (recruiting site).

“Once we started getting those clients, we realized at that point uranium Interactive didn’t fit,” said Monty. “We didn’t throw out everything from the culture and the history of the brand, which is why we chose U92.”

Other clients include Insurance Bureau of Canada, which has been with the agency since its beginning for marketing and platform work, Saputo Bakeries’ Vachon brand (promotions, websites and social media) and Aliments Ultima (digital marketing for iögo yogurt).

Advertising Articles

Red Lion wins The Brain Project

Toronto agency gets a shot at driving research funding through Baycrest Health Sciences’ arts initiative

Cadbury brings joy back to the holidays

How the brand drives local relevance and trying to stay top of mind this December

Welcome to the sharing economy of advertising (column)

KBS Canada head Nick Dean reflects on agency talent and what's ahead for 2017

Marketel McCann rebrands, adds new president

Mylene Savoie takes the leadership position as the agency takes on a new name

The List: Leo Burnett breaks down borders

The agency expanded its assignments, leadership and influence beyond Toronto

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

DDB hires first North American CCO

Ari Weiss to lead 17 creative teams from across the continent

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

Confirming speculation, Blammo and Extreme merge

Renamed as Arrivals + Departures, independents make a cultural match