Corus Entertainment has rebranded its client marketing division, renaming it Tempo.

The new moniker comes one year after the Shaw Media marketing ventures team was integrated with the client marketing team at Corus. Barb McKergow, VP client marketing at Corus Entertainment, said the team didn’t feel that the old names were carrying enough meaning.

“Client marketing didn’t really mean anything,” she said. “It was just a blanket term. So we went about finding a name that would position us in the way we were evolving.”

The Tempo team of 60 includes a creative team, as well as strategy, insights and data staff. The group handles client projects, including branded content, integrations and sponsorships.

McKergow said that the Tempo name ticked all the boxes her team was looking for. “We wanted something that felt progressive, energetic and future proof,” she said. “We wanted a positive word, something that felt like you were taking action. One of the pitfalls we had with client marketing and marketing ventures is with marketing in the title, people wondered if we were the marketing department. We wanted something a bit more memorable.”

She said Tempo worked because it’s a method of movement and timing, and is a term that can apply to the pace of brands. “Timing is such a key piece to any of the work we are involved with,” she said. It also allows for the team to work on other business, including experiential, without it seeming out of place with its name. “This name doesn’t pigeon hole us in any way,” she said.