CoActive Marketing Group, Inc. (NASDAQ: CMKG), a leading alternative marketing and media communications agency, announced today it has rebranded the agency under the name ‘mktg'. The new name reflects the repositioning of the agency as a strategic partner that measures and analyzes its programs to provide a provable return on investment.

The new logo features quotation marks to represent conversation and communication, as well as the idea of a message being captured and shared. These easily recognizable symbols embody the firm's vision of creating conversations and experiences among brand advocates to drive conversion for its clients.

"This new positioning better reflects our mission to drive market share and deliver measurable results and profitability for our clients," said Charlie Tarzian, chief executive officer, ‘mktg'. "The new name and logo are intended to communicate the endless possibilities of what marketing can deliver when driven by creating a shared experience that connects brands and builds trust among consumers."

Mr. Tarzian added, "Our 6,000-person field activation network, which executes over 70,000 events a year, is a point of differentiation for the agency and will be a focus of management's growth plans as the industry transitions from mass marketing to targeted, data-driven networks and one-to-one conversations with consumers."

To drive this conversion, ‘mktg' has begun implementing a consumer-centric strategy focused on the "Four Cs" – content, context, community and conversion — to develop brand-driven consumer networks that increase customer acquisition and loyalty for the agency's clients.

The "Four Cs" will also guide the agency's organizational structure to leverage the vast resources and talent within the firm. Whether it's strategic planning and creative or media buying (on and offline) and experiential marketing, ‘mktg' will use this consumer-centric approach to drive conversion.

The agency has already begun implementing the "Four Cs" approach with several of its clients, most notably Diageo and P&G, generating positive responses.