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Going forward, The Today Business will be known as Today Media.
The specialist property media has changed its name after six years operating as The Today Business, stating that the company is preparing for its next chapter.
“As we move from The Today Business to Today Media, we now take on the next evolution of our company,” said managing director Simon Kent.
Originally, The Today Business focused primarily on performance media, with Kent stating that the firm “spent the last six years pioneering performance media in the property category”.
“Property advertising, which has always been historically hard to measure due to the fragmented nature of the purchase process, is now in a position where clients can track ad click all the way through to sales, and every other key interaction along the way,” he said.
In future, however, the brand plans to diversity its marketing approach to incorporate other options.
“We continue to build on our outstanding performance credentials, but now we’re exploring how best we can use technology to better identify to right media for the right moment, based on an individual’s unique property journey,” said Kent.
Along with launching a new name, Today Media has also revealed a new slogan: Driven by progress. Obsessed by performance.
With a focus on media planning for developers and project marketers, the company stated it has delivered strong results for clients, including recently marking $10 billion in project sales since the company’s inception.
“We have been helping customers optimise their media to new and ultimately accountable metrics, which has resulted in a significant increase in ROI,” Kent said.
Antony Catalano, executive chairman of parent company View Media Group (VMG), expressed congratulations to Kent and his team “for achieving such fantastic results in the last six years”.
“In what has been a challenging period at times for the development category with COVID and the cost of construction impacting projects, the team have continued to grow and outperform the category,” Catalano said.
Looking forward, VMG plans to offer an end-to-end solution for off-the-plan developments, with the ultimate aim of helping developers “get these buildings out of the ground quicker”.
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