The agency saw the opportunity to buy the URL and made the decision to rebrand around the acquisition. Anthony Ganjou, chief executive of Curb and co-founder of DOOH.com, told Event the company had developed a strong integrated digital offering and wanted to expand on a global level.
"We came across someone who owned the URL and began conversations," he said. "Our aim was to become an international business, and as DOOH is an established acronym across the world, we fell in love with it."
He added: "As a brand, you’re now defined by your online presence. We’ve already seen a rise in traffic, which has been completely organic.
"It wasn’t cheap, but we see it as an investment – we’re not here to be a bit-part player. If we can use this asset to easily educate clients as to what we do, it’s a great commercial opportunity."
The agency has worked with brands such as Fremantle, KLM and Amnesty International in the guise of Enigma. It recently partnered with JCDecaux to launch Skoda’s Fabia model with an augmented reality experience at London’s Waterloo.
Ganjou explained: "There’s such a big opportunity for brands that are doing physical activations to amplify that with DOOH, and to ultimately increase ROI. We want to focus on empowering experiences for experiential agencies."
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