Andy Arnold, EVP of client partnership at the agency, said the rebranding process began in late January when NSI began to merge its capabilities with Razor. The firm will discontinue its use of both the NSI and Razor brand names.
“We have been around since 1919. We’ve established a reputation,” he said. “Razor has a reputation as well. As a combined company, we wanted a name to reflect the legacy of both.”
The firm is promoting the new brand, which includes letters from the names of both combined agencies, to clients and prospects through direct mail, email, print ads and PR. The company also created a new logo, featuring the Ansira brand in blue with a green arc through it.
The agency’s client roster includes The Coca-Cola Co., Ford Motor Co. and Domino’s Pizza. The company has more than 475 employees and annual revenue of more than $70 million, it said in a statement.