Online Magic, one of the best-known names in the UK new-media
scene, is to disappear as the company adopts the moniker of its owner,
Confirmation that the name change is imminent comes almost a year after
the New York-based Agency.com completed a 100 per cent acquisition of
the London new-media pioneer.
At the time of the buyout, the decision was taken to allow the Online
Magic name to continue in a market where it had more significance than
that of its parent.
But Andy Hobsbawm, the chief creative officer at Online Magic, said the
time was now right to adopt the same name. ’We have a large number of
global clients, so it’s important to be seen as one company.
We’ve been acting as Agency.com in everything but name for the last
year.’ No date has yet been set for the change.
Online Magic’s international clients include BA, Interface, Compaq and
Interactive Profile, p25.