NewBase rebrands as Hatch64

Formerly Publicitas, the media company is now an independent entity, focused on 'blended' growth in both Canada and the U.S.

lesleyConwayIn 55 years, independent media solutions company NewBase has seen its share of changes, and the latest is a rebranding of the company, now known as Hatch64.

Two rebrands in as many years could present a certain struggle on the outside, but the newly revamped Hatch64 is solid on the inside, president Lesley Conway tells MiC. Consistently a profitable enterprise, Conway says operating the business differently made it”a jewel in the crown” of a larger global grouping it was previously part of.

Going forward, the company is looking to grow both in Canada and internationally, where it already has a foothold in the U.S. and Latin American markets. “On the media side it’s developing domestic representation model and then on the Audience Lab side, it’s really about global and U.S. growth,” Conway says, citing the digital arm of Hatch64.

“We’ve always been media strategists,” she says of the company whose clients include The New York Times, Meredith, Boston Globe, Los Angeles Times, Times of India and others. Despite building out a programmatic trading desk, Hatch64 isn’t beholden to specific inventories from a set roster of publishers, instead focusing on connectivity across display, mobile, search, social, audio, video and out-of-home across various networks.

“We’re constantly in search of the right audience,” she says. “That kind of differentiates us.”

Conway, who has been at the helm since Aug. 2018, has been largely focused on bringing this new vision to fruition. Transitioning tech platforms and building a new solution to manage the business end-to-end was done in-house, in Canada. And, the new branding is the result of a team who, she says, “really felt the need to express who we are and what we do.” The company, founded in 1964, has been “constantly evolving, challenging the norm and hatching new ideas,” she says.

With the rebranding, the board has also restructured. Conway will take on a more active role along with newcomer Friedrich Trautwein. Former CEO Joerg Nurnberg will remain in a lesser capacity and Carsten Brinkmeyer has departed.