Business Insider Intelligence and eMarketer rebrand as Insider Intelligence

Digiday 06 May 2020 04:06
May 6, 2020 by Max Willens

The combined Business Insider Intelligence and eMarketer is still very much under construction, but it is getting a fresh coat of paint.

On Wednesday, Insider Inc. announced that the two Axel Springer-owned research companies have been rebranded as Insider Intelligence. The combined 220-person staff of the two companies will operate out of eMarketer’s offices in Times Square. Insider Intelligence is also launching a new subscriber-only newsletter that will share insights and data gathered by eMarketer.

Nearly a year after their corporate parent announced that eMarketer and Business Insider Intelligence would merge, the two brands remain separate in many respects. While the combination has not produced any layoffs, the two organizations continue to produce separate products, and Insider has “big plans” to keep growing eMarketer’s brand, Insider Intelligence President Barbara Peng said.

Peng said she sees BI Intelligence and eMarketer as complementary, both in their products and their coverage areas; eMarketer is strongest in digital media and technology, while BI Intelligence’s biggest base of customers is in financial services. But the two companies have not yet solidified how the two will fit together under the new umbrella.

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eMarketerInsider IncPengBarbara PengAxel Springer
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