Branding firm Siegel & Gale extends reach into digital

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Branding firm Siegel & Gale has formed a new dynamic media practice, embracing digital media.

“Clients are realizing that what's important is that their brand platform is built and centered around the needs of consumers who are coming in touch with brands as much online as in the real world,” said Thomas Mueller, who has been appointed global director of the dynamic media practice.

The extension is a logical one for Siegel & Gale, which is known for “defining the brand at a very early strategic level,” Mueller continued. It will now be able “to also be the partner when leveraging that brand in a very practical way,” he said.

Mueller's experience is in brand development and design at Martha Stewart Living Omnimedia, Arnold Worldwide and Avenue A/Razorfish.

The new practice is intended help clients bring their brands to life across all media touchpoints. Based on client interest and opportunity, the initial focus will be on Web-based efforts. However, Mueller expects to pay close attention to blogs, e-mail, podcasts and social networks, as well as “the role they play when building a brand that is flexible and right for today's business environment,” he said.

The move is also intended to beef up Siegel & Gale's already strong research practice with campaign data.

“There is a need to be able to provide clients results post program launch,” Mueller said. By extending into the digital realm, the process of making a brand program becomes “much more of a real time and lively practice by providing analytic and diagnostic reports back into an organization,” he continued.

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