Siegel & Gale Drops “&”, Launches Marketing Effort

Interactive agency Siegel & Gale this week dropped the “&” from its name, and kicked-off a $6 million advertising campaign to promote itself and its new moniker, Siegelgale.

The company says the marketing push will involve print, broadcast, outdoor and on-line advertising, all of which was created in-house. The company also re-launched its Web site. Ads will run both in Europe and in the US, showcasing the interactive projects created by the company for clients including Lycos, T. Rowe Price, The Industry Standard and 25 other Internet businesses.

One animated banner ad reads, “Naysayers. Saboteurs. Luddites. And that’s just the people in your department. Find an ally for change. siegelgale, ideas that transform.”

“We’re launching this campaign to reach out to companies seeking competitive advantage in the information economy–both online and on earth,” says Alan Siegel, chairman and chief executive officer of Siegelgale.

“We have long been recognized as an innovative global leader in brand strategy, information architecture, identity consulting, and communications, having crafted, refined and enhanced the brands of one in ten of the current Fortune 500. A goal for our this initiative is to gain exposure for our extensive and groundbreaking work in interactive media.”

After the company broke off from Saatchi & Saatchi in June of 1998, Siegel says it has doubled in size. He expects the 260-employee company to grow to 400 by the end of the year. Its clients include American Express, Bristol-Myers Squibb, Ernst & Young, Kodak, Girl Scouts of the USA, Citibank, Bayer Corporation, Reciprocal and Lycos.

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