Adfonic rebrands as byyd, with name and brand proposition by Nucleus

28 April 2014

Adfonic appointed Nucleus in December 2013 to create a new international brand name. Nucleus’ uniquely integrated brand naming, brand promise and intellectual property service enabled the new brand name to be created and registered in a single, seamless process.

The name clearly refers to byyd’s real-time programmatic buying platform, where advertisers bid for precisely targetted mobile advertisements. The brand promise sums up the customer benefit in a new strapline: ‘precision mobile advertising’.

Nucleus’s brand naming work included new product brands for byyd’s two main offerings: a software-as-a-service solution called byyd :pro; and byyd :media, a managed solution for planning and executing mobile ad campaigns.

At the launch of the new brand, byyd announced 12 new client wins including Weve and MediaCom, reinforcing its leadership in the sector.

byyd’s CEO and co-founder, Victor Malachard, commented “Nucleus impressed us with their integrated brand naming service which meant they took care of all the legal and trade mark complexities as well as the creative naming in an efficient single process. They also refreshed our value proposition, which provides additional meaning to the brand. We’re delighted with the result.”

Nucleus and Nucleus IP work together on brand naming projects for a wide range of clients, including CV Villas, iMlango, Luxury Explorer, Qineticare, Rothschild Reserve, sQuid, Smart Transactions Group, Tag and Y Spa.

About byyd 

byyd is a mobile Demand-side Platform (DSP) that enables advertisers to connect with precisely targeted mobile audiences around the globe.

byyd’s agency, ad exchange, trading desk and direct clients all realise competitive advantage from its cookieless tracking, smart algorithms, programmatic buying and ability to harness the value of big data. Using byyd’s natively mobile technology, with a choice of SaaS or managed models, they can run performance, rich media and video ad campaigns across a wide range of inventory sources to drive direct response, increase consumer engagement and build brand awareness.

byyd is headquartered in London with further operations in Paris and Munich.