Backed by a new company logo derived from the dovetail joint in carpentry, the name was chosen to demonstrate the company's focus on connecting publishers with their customers.
BBC Worldwide and Dennis, which are 50:50 shareholders in the venture, have wanted to create a new approach to subscription marketing and fulfilment from the conception of the venture, and relaunching under the new brand is part of that process, according to Dovetail executive chairman Tom Turcan.
In March, the company appointed a new general manager, Phil Wheeler, to handle operational management of its contact centre, logistics and warehouse, and IT systems. Wheeler was handed the permanent position after having worked with the company for 18 months.
Dovetail also works for other publishers including Puzzler Group, H Bauer and Haymarket, which owns Brand Republic.
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