New York, NY– March
22, 2007 – New York based media agency
Integrated Consulting, Inc. has undergone a makeover
of sorts, after tapping public relations and brand
agency Eisen Management Group to develop a new brand
more reflective of the agency and its people. Upon
going through the EMG Brand Operational Alignment
program, Integrated Consulting is out – Applegate
Media Group is in.
According to Applegate Media Group president Susan
Applegate, she never really considered naming the company
after herself, but in understanding the new brand insights
and business to business consumer insights, the change
made sense. “In working with the EMG team, who
really took the time to understand our organization
and find unique brand insights that give us a very
clear point of differentiation from other media agencies,
we agreed that the change was needed and right on target,” Applegate
explained.
“Media buying and strategic media planning
is much like a gatekeeper, weeding out opportunities
that don’t
fit, while opening doors to those that do. And, we’re
in the Big Apple, so while it is my last name – the
brand essence of the word Applegate fits nicely with
our organization and its mission,” she continued. “We
were thrilled when we were presented with the new concepts
and I believe the brand essence ties in exactly what
we wish to be known for: our ability to expertly connect
our clientele to the right customers in the most effective
and efficient manner, enabling our clients to make
a good impression.”
EMG president and lead brand strategist Rodger Roeser
explained that his team held a series of brand exercises
both internally and externally, coupled with industry
research and validation testing to uncover the best
consumer insights that match with potential brand strategies.
The PR firm developed a number of concepts before ultimately
agreeing that they were “over thinking the program.”
“We had a number of strong concepts that
all fit with the key insights we uncovered, but during
a strategy
session at an early morning coffee meeting, we all
looked at one another and someone said ‘why not
Applegate Media,’ and the concept was borne,” Roeser
explained. “It just felt right, and once we went
down this path of exploring a program that was expert
and strong and organic, the pieces went together – which
is exactly how good branding is supposed to work. It
is supposed to be an ‘Aha!’ moment.”
With the unveiling of the new brand strategy and communications
strategy, EMG is developing a series of proactive and
strategic ways to introduce and implement the new brand
identity – including a national public relations
campaign, newly designed and optimized www.applegatemediagroup.com
website, literature and collateral, and direct mail.
###
About Applegate Media Group
Applegate Media Group buys, manages, and develops
strategic media programs for creative agencies
and internal corporate
marketing teams. No matter the size of the media
program, the AMG team prides itself on expertly
planning, negotiating
and buying media programs that deliver more strategic
placement, more impactful audience reach and frequency,
and lower costs – all with an unsurpassed agency/client
experience. More information can be accessed at www.applegatemediagroup.com or by calling 877.515.5557. Applegate Media Group – Make
a good impression.
About Eisen Management Group
EMG is an award winning public relations and brand
firm headquartered in Cleveland, Ohio, with a branch
office in Greater Cincinnati. The boutique expert
agency, founded in 2001, develops and strategically
implements
local and national campaigns for its advertising,
healthcare, professional services, consumer packaged
goods, insurance,
financial, manufacturing, retail and restaurant
clientele. More information can be accessed at
www.eisenmanagementgroup.com or by calling 859.586.4302. EMG – Everything
is Possible.
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