Xaxis is a digital media pioneer. A global media-buying platform that provides targeted behavioural advertising to brands around the world. It combines proprietary technology, data assets and media relationships with the brightest teams of audience analysts, data scientists and software engineers.

Originally conceived as a product offering by WPP media specialist Group M, The Partners was tasked to create a name and brand that could capture the unique business proposition.


We identified that the product would offer clients pinpoint accuracy in a data universe of infinite possibilities. From this we derived the name Xaxis, a portmanteau of exact and axis.

We articulated a core brand idea, Digital Brilliance, which reflects both Xaxis’ depth of analysis and insight and also the bright potential they offer their clients, and wrote the brand narrative and messaging platform to support the positioning.