GraphEffect Becomes SHIFT, Takes On Digital Marketing

Santa Monica-based GraphEffect has a new name today--and a long list of new partners--as it has relaunched itself as SHIFT. According to the firm, it is creating a collaboration platform for marketers and agencies, and will offer up a suite of marketing technology from a set of more than 12 partners. SHIFT said its offering will provide a single platform and app ecosystem which will offer up enterprise marketing applications from its partners, ranging from media buying to data management to content creation.

The startup--headed by James Borow--said it has tapped apps from Aggregate Knowledge, Convertro, Curalate, Expion, Fan Appz, Kenshoo, Moontoast, Offerpop, Optimal Analytics, SocialFlow, The Trade Desk--as well as GraphEffect--to power its new ecosystem.

The firm said that so far, customers of its platform include American Express, Marriott, Verizon, and Toyota.