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).