Rebrand and Repositioning for Amplified

Amplified Intelligence, the attention measurement specialist founded in Australia by Dr Karen Nelson-Field, is rebranding and will henceforth be known simply as Amplified. The firm says it is expanding its portfolio beyond attention to incorporate its expertise in emotion and context.

The new name reflects 'a more simplified and confident approach', and 'provides a unified platform for future developments', as it expands to take 'a closer look at attributes and behaviour such as human emotion and advertising context, and the role they play in media performance.' A new tagline, Amplified. Look Beyond, supports this move and hints at new possibilities presented by the company's machine learning prediction tools.

Amplified also notes that its SaaS offering has been updated, simplified and solidified into 'one seamless platform experience', allow clients 'to utilise attention more easily across any stage of a campaign lifecycle.'

Recently promoted CEO Anneliese Urquhart says the rebrand, effective today, is 'simply confirmation and continuation of the company's mission' as set forth by Dr Nelson-Field. 'By leveraging our enormous data set of attention, emotion and context we can provide advertisers with tools to drive real change. Coupling emotion and context along with attention allows our machine-learning models to have significantly more accurate and more refined predictions. What this means for advertisers is more opportunities to make their advertising more effective and more efficient.'

New home page: www.amplified.co . New logo shown.