Edisen, the creative technology company known for delivering high-performance content, today announced its official rebrand as Orb Group. The rebrand signals a bold shift in focus—from traditional agency services to an AI-driven content optimization model that enables brands to operate faster, smarter, and with greater control.
This strategic transformation comes as marketers face surging content demands, shrinking budgets, fragmented media channels, and mounting pressure to deliver results at scale. According to Gartner’s 2025 CMO Spend Survey, nearly 40% of CMOs plan to cut agency spend, further underscoring a market-wide pivot toward more in-house and technology-powered solutions.
“The legacy agency model was built for a different time,” said Kate Dohaney, CEO of Orb Group. “Orb’s model empowers brands to enhance creativity, scale intelligently, and maximize return on every asset, idea, and dollar.”
Introducing the Orb1 Platform: Creative Intelligence Meets Operational Precision
At the center of Orb Group’s new service model is Orb1, its proprietary smart production platform designed to integrate directly into brand ecosystems. Leveraging AI, Orb1 automates tagging, versioning, feedback loops, and content distribution—extending asset value and accelerating production.
Four Core Services Powering the Orb Group Model:
- Orb Smart Production
Modular shoot planning and AI-assisted production tools allow brands to capture once and adapt endlessly across platforms, formats, and markets. - Orb Smart Versioning
Automated localization, voiceover, and high-volume content generation accelerate speed to market while preserving brand integrity and campaign cohesion. - Orb Workflow Optimization
Strategic consulting to design and streamline content ecosystems—mapping tools, vendors, and workflows to eliminate inefficiencies. - Orb Broadcast Distribution
Low-cost, high-precision asset delivery to broadcast, OTT, and digital platforms, with QC verification and rights management included.
Case Study: Vital Proteins Scales Global Output by 40% Cost Savings
Nestlé Health Science brand Vital Proteins partnered with Orb Group to launch a global campaign across 23 markets. By combining Orb Smart Production and Orb Smart Versioning, the brand produced 500+ localized assets in just five weeks, slashing costs by 40% and accelerating time-to-launch.
“It didn’t seem possible to develop a library of this scale in such a short time,” said Taylor Lear, Senior Manager of International Consumer Marketing. “Orb delivered on-brand content at speed, with no waste left on the cutting room floor.”
Beyond a Platform: A New Content Operations Model
“Modern content demands have outpaced traditional systems,” said Ben Torkian, CTO of Orb Group. “We built Orb1 as the intelligent operating system for creative operations—using AI to cut through complexity and bring clarity, precision, and performance back to content delivery.”
Orb Group’s rebrand reflects a broader shift in the industry, from legacy creative services toward intelligent, performance-driven content operations. It is no longer just about making more content—it’s about making it smarter, faster, and with strategic impact.
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