University of Maryland University College has a new name: University of Maryland Global Campus with a new brand identity package created by Baltimore-based TBC. Maryland Governor Larry Hogan signed the law officially changing the university’s name in April and the name change went into effect on July 1 and the new branding was launched Sept. 30.

According to Erika Orris, senior vice president and chief enrollment and marketing officer, who has headed the institution’s name-change efforts, University of Maryland Global Campus will not be shortened to an acronym. In most references—other than the URL address and some areas where the full name will not fit—University of Maryland Global Campus will appear. Orris explained that the old acronym, UMUC, was used only because University of Maryland University College did not resonate and seemed redundant. “With the new name, people understand what you are talking about. University of Maryland is right up front identifying us as part of the University System of Maryland and Global Campus is us. We have 140 locations all over the United States, Europe, Asia and the Middle East. No other university can make that claim.”

A major advertising campaign will begin to introduce the new name to the public. Television stations in Baltimore will show an ad with average citizens—not actors—being asked about the UMUC name and the change to Global Campus.

In related news, TBC President Howe Burch announced on social media that the agency has moved. “Out with the old, in with the new. After 16 years, TBC moved from Fells Point to Brewers Hill. From one great space to another!” Prior to Fells Point, TBC was headquartered near Mount Vernon at 1030 N. Charles Street.

clean.io, a Federal Hill-based company providing malvertising prevention for publishers and platforms, announced an agreement with Xandr, AT&T’s advanced advertising and analytics company, to help power malvertising prevention across its marketplace. Through this agreement, Xandr will adopt clean.io’s technology to protect publishers, end-users and advertisers from the harmful effects of malicious ads. “By implementing the clean.io solution over the course of 2019, Xandr is reaffirming its commitment to deliver the safest and cleanest demand to its publisher partners globally,” said Matt Gillis, CEO of clean.io. “We are thrilled to support Xandr’s commitment to ad quality in order to maintain a safe, yet open programmatic ecosystem.”

Integrated marketing agency Vitamin has designed and developed a new website for long-standing client Ellin & Tucker, a leading Baltimore accounting firm. The new site (EllinandTucker.com) is a culmination of recent campaigns and initiatives highlighting Ellin & Tucker’s unparalleled dedication to customer service and the direction leadership has taken the firm, as it reflects on 75 years of accounting expertise. The new site expands on the themes of Ellin & Tucker’s ongoing “In The Room” ad campaign, a series of nine unique ads that ran in regional and national publications, created by Vitamin in 2018.

Vitamin’s creative team, left, includes Cory Magin, VP, Creative & UX, and Art Directors Trevor Best and Liz Merchant. Vitamin has recently launched several high-profile integrated campaigns, each, according to a press announcement, “with a digitally intensive approach to target specific audiences, increase inbound leads and raise awareness.” Integrated campaigns include work for Arnold Automation and Arnold Packaging, Ellin & Tucker, KLNB, and SIOR, the Society of Industrial and Office Realtors. Amanda Karfakis and Mike Karfakis head Vitamin’s leadership team.

Integrated marketing agency idfive has promoted Chris Smith, Matt McDermott and Nick Rigby to Associate Vice President positions, with Smith as AVP of Marketing, McDermott as AVP of Creative Strategy, and Rigby as AVP of Development. “These three ‘fivers’ have each been with idfive for more than five years and have done a remarkable job leading their teams and advancing idfive’s mission,” said idfive’s Co-Founder, Andres Zapata. “I’m proud to acknowledge their work and am lucky to have them at the helm as idfive continues to grow.” Smith, McDermott, and Rigby now join three other idfive leaders who were promoted to AVP positions earlier in the year. In total, the agency has promoted eight employees in 2019 and is looking to add additional team members.

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