Mpls. JWT Office Rebrands Itself as Digitaria

The local office, which employs about 60, will move in October from its office space in the Hyatt Regency Hotel to the AT&T Tower in downtown Minneapolis.

The Minneapolis office of advertising giant JWT said Monday that it's rebranding itself as Digitaria, a move that reflects its digital focus.

New York-based JWT acquired Digitaria, a digital marketing and technology company, in August 2010 to support its growing interactive capabilities. Digitaria's capabilities include analytics, search, social marketing, and digital product innovation.

The rebranded local office-which has about 60 employees and was previously known as J. Walter Thompson-will become Digitaria's second largest after its San Diego headquarters. Digitaria also has offices in New York, San Francisco, Los Angeles, and Salt Lake City.

According to a JWT spokeswoman, the local office will move in October from the fifth floor of the Hyatt Regency Hotel at 1300 Nicollet Mall to the AT&T Tower at the corner of Marquette Avenue and Ninth Street.

The Minneapolis office's largest client is Minnetonka-based UnitedHealth Group, Inc.-although other clients served from the office include Rasmussen College, Wal-Mart Canada, and Canada-based coffee, baked goods, and sandwich chain Tim Hortons.

Digitaria CEO Daniel Khabie, a Twin Cities native, will travel back and forth between the Minneapolis and San Diego offices.

He told the Star Tribune that his agency hopes to build a regional client list that extends beyond the Twin Cities, and the Minneapolis newspaper reported that the local Digitaria office plans to grow its headcount by 20 employees within the next year.

“Minnesota is rich with intriguing and successful businesses, and while we're going to focus on servicing UnitedHealth Group with the excellence they are used to, we're also eager to expand into areas of consumer packaged goods and other categories,” Khabie said in a statement.

JWT has 200-plus offices in more than 90 countries, and it employs nearly 10,000 marketing professionals. Its clients include Bayer, Ford, Johnson & Johnson, Kellogg's, Kimberly-Clark, Kraft, Nestle, Nokia, and Rolex.