New corporate branding repositions the group on the strength of its high-performance marketing solutions
NCDM Show, Orlando, FL—December 4, 2000—Recognition Systems today announced a group-wide trading name change to Protagona Worldwide. Effective immediately, the group’s operating companies based at its worldwide headquarters in Birmingham, United Kingdom; its North American headquarters located in Chicago; and offices in Australia and Hong Kong will all be adopting the new Protagona Worldwide trading name. The Recognition Systems name will be retained by Recognition Systems Group plc, which is quoted on the London Stock Exchange under the symbol “RGS”, and is the holding company of the Protagona Worldwide business units.
The name change comes as part of a new corporate branding strategy that addresses the entire product line. The core message “your ticket to high-performance marketing,” is conveyed via theatrical associations, and reflects the status of the group as the leading international provider of high-performance marketing solutions.
The new theatrical theme, which will be reflected visually in the company’s collateral and on the corporate Web site, conveys campaign management as a full-scale production that must be carefully directed for the show to be a success.
The new product names
Protagona Ensemble™ is launched as a suite of products empowering clients to execute optimized marketing campaigns using multiple channels, including the Web, call centers, direct sales and traditional direct marketing. The suite includes the three following modules:
The company’s flagship product formerly known as Protagona now becomes Producer™. This campaign management software package creates a bridge between a company’s customer intelligence assets and touch-point applications such as sales force automation, call centers and e-commerce, providing a means to coordinate, optimize and evaluate the activities of all of the enterprise’s touch-point systems.
Director™ retains the same name. It is a packaged solution that enables online analytical processing (OLAP) of responses from Producer-generated campaigns, providing in-depth analysis of results with six report templates.
eCast™, also launching today, is an email personalization package to help marketers implement high-volume, permission-based email marketing campaigns. Working hand-in-hand with Protagona Producer™ and the client’s database, eCast™ also tracks responses by automatically sending them to pre-set repository mailboxes.
“We started the whole theatrical theme when we first named our original product Protagona back in 1999, which is Greek for protagonist, the main character in a drama,” states Bryan Black, CEO of Protagona Worldwide. “Our business is about making the customer the focus and enabling marketers to deliver on that promise by using high-performance marketing tools. We didn’t feel that our previous company name reflected that promise, and found that Protagona offered more brand equity and clarity to our customers.”
“Protagona Worldwide offers a world-class suite of marketing automation solutions encompassing analytics, campaign planning and scheduling, and execution via multiple customer touch-points,” said Harry Watkins, senior analyst at industry research firm Aberdeen Group based in Palo Alto, Calif. “Rebranding is always problematic, but in this case, I think it makes a lot of sense. The theatrical theme is fun, effectively addresses the potential confusion that existed between Protagona, the product, and Recognition Systems, the company, and provides a coherent brand identity and platform for future product development.”
About Protagona Worldwide™
Protagona Worldwide™ provides marketing solutions that enable organizations to achieve measurable business impact from their marketing activities. With major operations in North America, Europe, Australia and Hong Kong, the company has built a professional team of marketing and technology professionals that has developed and installed powerful, performance-led technology solutions around the world. Protagona Worldwide™ serves customers in all major vertical market segments.
The Group’s flagship product suite, Protagona Ensemble™, empowers clients to execute optimized marketing campaigns using multiple channels, including the Web, call centers, direct sales and traditional direct marketing. Producer™ creates a bridge between a company’s customer intelligence assets and touch-point applications, such as sales force automation, call centers and e-commerce. This bridge provides a means to coordinate, optimize and evaluate the activities of all of the enterprise’s touch-point systems.
Recognition Systems Group plc, Protagona Worldwide’s parent company, is quoted on the London Stock Exchange under the symbol “RGS”.
For more information on Protagona Worldwide™, contact your Protagona Worldwide™ representative or visit our Web site at http://www.protagona.com
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