Spin-off company based on founder Razieh Niazi’s research at York University
TORONTO, Dec. 6, 2012 — Kaypok Inc., a start-up company whose technology delivers insight into unstructured big data, today announced that it has selected Zync as its agency of record to create and launch Kaypok’s brand globally.
Kaypok Inc., which was spun off from York University research with support and funding from MaRS Innovation, filters, categorizes, identifies meaning and measures the root cause and emotions buried within unstructured text to understand what people are saying and feeling. Kaypok Inc. launched nationally at the iStrategy Digital Marketing Conference in Toronto on December 4, 2012.
According to Razieh Niazi, founder and CEO, “Kaypok™ allows users to spend less time analyzing their data and more time acting on unbiased, real results. While other services tell you what and how many, Kaypok™ can tell you why consumers behave.”
“We worked closely with Kaypok Inc. to brand the company from the ground up, including its name, messaging, creative elements and marketing strategy — it was about establishing a business structure that can adapt and grow in this space,” said Brad Breininger, principal and strategist at Zync. “Many of the world’s most successful companies like Apple and Google fused technological innovation with creative branding to become who they are today. Our partnership and approach with Kaypok has and will continue to mirror that two-stream process.”
As Kaypok’s agency of record, Zync will lead development and execution of an integrated marketing campaign, designed to create a groundswell of brand awareness, interest and demand.
Infused with the brand’s fun-loving personality and deep insight capabilities, the launch seeks to connect with smart and social media savvy marketing executives across multiple touch points, including social, digital and industry thought leadership forums, such as the Toronto iStrategy conference.
“Zync came to the table fully engaged in the brand, and with a detailed strategy and impressive creative vision for our launch,” said Niazi. “After conducting an extensive agency review, we trust their expertise and value their experience. We’re looking forward to a successful partnership.”
“Our focus was on capturing the company’s inventiveness and groundbreaking trajectory through creative messaging and corporate brand development,” said Marko Zonta, principal and creative director at Zync. “This is a start-up company that has the potential to make a substantial impact on industries around the world. We have created a voice, culture and borderless identity that created a foundation that will not only maximize its entrance into the market, but also its longevity over the years.”
About Kaypok
Kaypok is a leading technology start-up being commercialization through a partnership between MaRS Innovation and Innovation York, the commercialization office for York University. The software’s high-performance algorithm transforms noisy, unstructured big data by automatically filtering and categorizing text regardless of source (e.g., email, survey results, social interactions, etc.). Kaypok allows companies to determine the root causes and underlying emotions driving their customers’ feedback. Visit us at kaypok.com, follow us on Twitter @KaypokInc or call 1-877-9KAYPOK to learn how we can help you find the root of your data insight.
About Zync
Zync is an award-winning brand and marketing agency that combines strategic insight with creativity in order to develop solutions that are tied directly to an organizations business plan — using their proprietary Business Creative® approach. Clients include Scotiabank International, the National Hockey League Players’ Association, Trump International Hotel and Tower Toronto, Armtec and Bridgepoint Active Healthcare. To find out more, visit www.zync.ca or contact Brad Breininger at 416.322.2865 x225 or bbreininger@zync.ca.
Posted by Elizabeth Monier-Williams, marketing and communications manager.