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Carlson to complete rebrand in October, continue creative marketing services

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For those of you who confuse Carlson Marketing and Carlson hospitality, your trouble will soon end (I can't be the only one). Carlson Marketing Group's rebranding effort will be complete in October, said Barry Wegener, senior director of marketing and communications at Carlson Marketing. The company will introduce a new name, logo, “atmosphere and persona,” he said.

Carlson will work with brand consultancy Interbrand, PR firm Fleishman-Hillard and several other groups to promote the rebrand, which will be announced during an October Carlson Marketing event in Toronto. Wegener would not reveal the other agency partners and he said it was too soon to discuss the marketing mix the company would leverage to promote the rebrand.

Carlson Marketing parent company Group Aeroplan will also change its name. It is unclear why the company chose to rebrand. A representative for Aeroplan could not be immediately reached for comment.

On a more somber note, Carlson Marketing UK cut 20 staff members in its creative department, a move that signals the company's plan to refocus its efforts from that of a creative agency to its roots as a loyalty marketing firm.

Wegener said no similar cuts would be made in the U.S. and that the company would continue to operate as a creative and loyalty-focused agency.

For more information about Carlson Marketing, check out the Direct Marketing News Agency Business Report on the company.

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