UK performance marketing network Online Media Group (OMG) has been rebranded as Optimise effective as of today (June 18).

The company believes its new moniker is reflective of the work undertaken in helping brands charge up their performance marketing activity. 

In addition to its affiliate network, the company has grown to boast a range of mobile and reward solutions for brands, fulfilled by a staff roster of over 160 employees spread across bases in Warsaw, Delhi, Sao Paulo, Sydney and its headquarters in Norwich. 

Clients wanting to access the company’s old site are now greeted with a new logo following a re-direction to

Changing face

Speaking in light of the news, Optimise CEO Richard Syme claimed that while its new name formed part of the old group’s “DNA”, the decision to rebrand also stemmed from a change in client demands. 

Carla Arrindell, UK managing director at Optimise, went on to speak of the journey the company has gone through since its foundation in 1999.

“For us Optimise recognises this evolution, and makes it easier for clients to cut through the ‘noise’ in the performance market and get to the core of what we as a business do,” she commented. 

“We know no two clients have the same objectives or ambitions, and whether it’s greater brand engagement, increased acquisition, improved ROI on marketing spend, everything in our business is geared towards helping clients optimise their performance marketing for success – and we’re delighted that our new brand reflects exactly that.”

The group says its change also takes into account recent investments in tracking and targeting solutions, which are being made to help marketers take better advantage of opportunities in the mobile space.

While the old OMG is no more, Optimise Media Group will continue to service clients in the UK, Europe, Asia Pacific and Latin America.