Performics, DoubleClick’s (DoubleGoo) affiliate marketing and search marketing division has announced a rebranding to coincide with the start of AdTech San Francisco later this month and the recent acquisition of DoubleClick by Google.

From the announcement…

Almost two weeks ago we announced that Google agreed to acquire DoubleClick and therefore, DoubleClick Performics; so, why re-brand now? We have been working on the new brand identity for almost a year. As part of the research and brand audit we conducted, we heard from our clients and the industry about our strengths and their expectations for the company. We are moving forward with the launch of our brand for two reasons: (1) we have every intention of meeting and exceeding our client’s expectations, and (2) the five key values and attributes of integration, insight, investment, implementation and innovation, will continue to drive DoubleClick Performics. In addition, the acquisition is not complete and, until it is, we continue to operate as an independent company.

Perhaps this news will change the debate of if Performics will be dissovled into a more productive one of how Performics will fit into the DoubleGoo portfolio going forward.

Rebranding can be a very successful strategy in such transitions and help to reinvigorate both your own team as well as your clients. In this case, DoubleClick and Performics are doing the right thing.

We’ll see what the AdTech buzz has to say about the rebranding (and Google acquisition)…

[UPDATE: Shawn Collins has the full announcement on The Affiliate Tip Blog.]