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 &
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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