Apparently it has arrived Hello Media’s latest rebranding. At the end of last year, the marketing and advertising agency announced that from then on it would be renamed H.M.G.in which according to , responded to his «non-conformist character, meaning a step forward in the face of the demands of the environment». however now HMG has said goodbye forever to the name Hello Media Group as a consequence of a series of court rulings.
Goodbye Hello Media Group: HMG is now Hashtag Media Group
At the time, Iago Arbeloapresident of HMG stated that «A little over six years ago we began this wonderful adventure with as much humility as ambition. Since then, we have done nothing but grow, evolve, surround ourselves with talent and be constantly at the forefront and in transformation. After that initial Hello, we keep our roots and our essencea, but we are passionate about the new horizons of HMG, as a comprehensive, disruptive, innovative agency, as methodical as it is creative, with the certainty that, with the best team, any horizon can be achieved».
But four months after the first name change, HGM has said goodbye forever to the name Hello Media Group to be known as Hashtag Media Groupalthough it retains the initials that characterize it and of course, the hashtag logo that has been part of its for several years.
However, this apparently has not arisen after the promise of #acceleration attitude that the company pointed out last November, since The change comes after the series of judicial sentences contrary to the interests of the advertising group HMG.
The legal explanation for Hello Media’s name change
In October 2017 hi slthe company that owns the well-known magazine Hello! and of the brand “Hello!”objected to the fact that Hello Media Group could register a series of trademarks that, according to the judges, could be confused with those of the first firm.
Despite the fact that HMG pointed out before the judge, the lack of notoriety of its brand and that the risk of confusion was not possible, the European Union Intellectual Property Office (EUIPO) upheld the opposition and denied registration of the signs requested by Hello Media Group, confirming that “the differences between the brands of both companies are not important enough to conclude that there is no graphic similarity between them” and that “they are very similar conceptually.”
After this refusal of the EUIPO in hand, Hello Media Group was forced to change, both for maintain the validity of your current brandso as not to jeopardize the future development of new brands related to the “Hello” concept.
Based on this resolution, HMG had to destroy its promotional and advertising materials with its past name, with a fine of 600 euros per day for each day in which the possible infraction persisted, in addition to a compensation for damages in the amount equivalent to 1% of the turnover of the services or products illicitly marked by the demands.
After almost seven years on the market, HMG has been a benchmark among agencies at the national level, coming to compete with the most consolidated multinationals. HMG, at that time Hello Media Group was born in 2012 and now has an important portfolio of clients and great results with more than 50 million invoicing at the end of last year.
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