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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 asSHIFT. 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.