Contagious, a full-service ad agency focusing exclusively on YouTube, announced on Wednesday that it is changing its name to ShareAbility.

Founded by new media entrepreneur Cameron Manwaring, former advertising agency executive Tim Staples and Academy Award-winning producer Nick Reed, ShareAbility has produced and marketed more than 70 videos with 1 million-plus views. Its clients include ESPN, Turkish Airlines, Shaw Communications, Sony Pictures Entertainment, NVIDIA and The Colon Cancer Alliance.

The agency is changing its name to better align with the founders’ vision of the services they’re offering, which include proprietary tools they’re building to deliver organic shareability to brands on YouTube, according to a spokesperson.

“As advertising becomes less and less effective, smart brands are focused on delivering value to their audience, and creating content that viewers want to share with their friends and peers,” Staples said in a statement.

ShareAbility’s work includes the campaigns “Flyboard – Coolest Water Jet Pack EVER!!!” (12 million views), “Kobe vs. Messi 2: The Selfie Showdown” (138 million views), “Fruit Ninja in Real Life to Dubstep” (pictured, 26 million views), “Mistletoe Kissing Prank” (26 million views), “The Amazing Spider-Man Parkour” (4 million views).

Screengrab from “Fruit Ninja”