Novo/Giant Step Becomes SemaphoreBcom3 Group Inc. changed wholly owned subsidiary Novo/Giant Step's name to Semaphore Partners Inc.
A combination of Novo Media Group Inc. and Giant Step Productions LLC, Novo/Giant Step was created last fall to strengthen Bcom3's interactive marketing services. Since its merger, Novo/Giant Step has served clients such as Kraft Foods, Philip Morris Cos., General Motors Corp., Procter & Gamble Co., Lexis-Nexis, Continental Airlines and BEA.
With the change to Semaphore, both companies are officially combined.
Bcom3 defines "Semaphore" as a "visual system for sending out information by means of two flags."
The company says the word conveys that people can communicate without regard to geography, time and distance. The new brand will use that metaphor for its services, especially for the way technology helps drive customer loyalty.
Kelly A. Rodriques, chairman/CEO of Novo/Giant Step, takes that title at Semaphore. The agency will have headquarters in San Francisco and offices in New York, Chicago and Detroit.