Beyond Interaction now to be known as MediaCom Interaction

New York-based digital marketing and media firm Beyond Interaction will now officially be known as MediaCom Interaction beginning 1 February.

The digital firm offers online media buying and planning, brand and relationship marketing strategy, data analysis, and design and development for clients including Century 21, FAO Schwarz, JetBlue, P&G, and Volkswagen.

The company's clients say they want "A much more integrated way of looking at digital," said Doug Checkeris, MediaCom CEO for North America. "We're trying to break down some of the internal barriers that get in the way of that."

As digital media accounts for more and more significant portions of marketing budgets, incorporating digital with other media strategy is the goal for MediaCom.

Changes are already taking place and the company has increased its search marketing team to over 40 people, and boosted its analytics team. "The time is upon us where we just have to become more digitally driven," continued Checkeris.

As a sprawling agency with offices in 23 countries, global integration is also a concern. Beyond Interaction's digital siblings currently go by other names in various countries. "Part of this is unifying under one banner, Checkeris said. "We'll be a lot more harmonious on the way we go to market on a global basis."

In essence, the name change is "really just catching up with what we've already been doing," said Checkeris.