Maximiles Rebrands for Data-Centric Expansion

European-based MR and online loyalty specialist Maximiles is to rebrand as Bilendi, 'putting data insights firmly at the centre of its two core activities' as it looks to double the size of its research arm by 2016.

The group has offices in the UK, France, Germany and Morocco, and boasts 8.5m members for its loyalty and CRM services and 1.8m proprietary panellists. The change of name, which marks the company's shift from being a loyalty points programme provider to a data-centric research and customer loyalty services firm, is subject to approval at its Shareholders Meeting on June 19th.

Maximiles / Bilendi works with more than 300 European research firms, including GFK and Ipsos MORI in the UK. The original name will continue as a brand for the group's loyalty 'coalition', Maximiles.co.uk.

The group says it will now 'embark on a dynamic growth strategy for the whole business', expanding into new European markets and aggressively seeking acquisitions. Bilendi will use new methods including mobile research panels to achieve the ambitious target of doubling its MR takings in two years - the division already makes up around half the group's revenue.

Head of UK Marketing Enzo Rodia comments: 'The rebrand marks an exciting new chapter in the history of the group and helps us define ourselves as more than a loyalty company, bringing our businesses across Europe under one identity. Continued innovation, both in terms of technology and data, is vital in this sector and is one of our key business drivers with Bilendi...'

The group, which bought German online panels firm Panelbiz Gmbh in August 2010, is also active in Spain, Italy, Switzerland and Austria, and generated EUR 14m in revenue in 2013. The new web site is at www.bilendi.com .