Tuesday, February 3rd, 2015

Rebrand Showcases Evolution of the Agency Into a Complete, Fully-Integrated Content/Digital/Performance Marketing Shop; Brand Platform and Logo Revealed
 
CHICAGO, IL -- (Marketwired) -- Jan 21, 2015 -- Today, TargetCom transformed into a newly refreshed brand called Civilian. The new branding reflects the evolution of the agency into a fully-integrated shop, providing clients with expertise in content, digital and performance marketing. Recognized for response-generating advertising with high-impact creative ideas, Civilian redefines the shop as a "people agency" with an uncommonly humanistic approach to marketing.

"It's vital for marketers to provide an authentic brand experience to connect with today's consumer," said Tim Claffey, President of Civilian. "We've reimagined ourselves by flipping the script from being agency people to becoming a people agency. Our mission is powered by a passion for building emotional connections between people and brands -- and becoming a more strategically driven marketing partner for our clients."

New Brand Platform and Logo
To reintroduce itself as Civilian, the agency is unveiling a new brand platform and logo.

"With the strategic and creative talent we've added, we've evolved from our single-minded response marketing roots into a multi-dimensional agency that does what we like to call C/D/P marketing -- which, of course, stands for Content, Digital and Performance marketing," said Claffey. "Fueled with this new story to tell, now's the time to take on an identity that's true to who and what we are today."

To capture the emotion and meaning behind its people-agency identity, Civilian is launching with a new brand platform they call "uncommonly humanistic."

"We looked closely at ourselves as marketers, we talked to our employees and evaluated what our clients need from us," said David R. Mitchell, Executive Creative Director of Civilian. "We found that uncommonly humanistic truly encompassed what we are all about. We lead with our hearts. Our work is inhabited with real people, real emotion, real energy and a real desire to help people and brands connect."

Uncommonly humanistic defines who Civilian is and what it believes. It also explains what the agency offers clients, which is primarily people-centric insights and ideas that inspire people to action -- to click, to call, to watch, to like, to share, to create, to participate and ultimately to discover an alignment of values with the brands Civilian supports.

"Uncommonly humanistic isn't just about marketing," said Mitchell. "It also reflects our agency's values and beliefs. We talk a lot about pride, passion and professionalism -- characteristics of people who bring out the best in others."

Simple, genuine and down-to-earth, the new Civilian logo likewise reflects the agency's uncommonly humanistic approach to marketing.

"We wanted our logo to have an everyman appeal, to project friendliness and a sense of trust and dependability," said Mitchell. "The rather stoic typeface communicates some of that, but once the little guy -- we call him Buddy -- walked into the design, we felt we had something pretty special."

About Civilian
Civilian is a Content/Digital/Performance marketing shop with an uncommonly humanistic approach to everything we do. Yes, we're full service. We're also networked with some of the most innovative and entrepreneurial thought leaders in the industry and we're all about teamwork. Among the army of agency people in the world, we're out to flip the script -- from "agency people" to "people agency." Whether you're a prospective client or employee, you should know a couple of things about us: we're fun to work with and we love taking on big, hairy marketing challenges -- not just advertising initiatives. We're fortunate enough to do exactly that for clients such as Cancer Treatment Centers of America, Honeywell brands, ClearChoice Dental Implants, Chicago Booth Business School, Youth Villages and the National Association of REALTORS®.

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Michael Murray
MDC Partners
Partner Communications Manager

 

Keywords

Content Digital Performance Marketing Evolution

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