Agency Announces a New Name, New Partners and the Launch of the Global Brand Activation Network
tein Rogan + Partners today announced at the 2011 Business Marketing Association International Conference that it has changed its name to Stein + Partners Brand Activation (SPBA) as part of a broad-based re-branding. The agency also announced the selection of three new partners and the launch of its Brand Activation Network.
“Stein Rogan + Partners is changing its name to Stein + Partners Brand Activation (SPBA) for two key reasons,” stated agency founder, President and Chief Creative Officer, Tom Stein. “First, Brand Activation has become such a strong and important concept in business today – and has become such a strong differentiator for us – that we wanted to make our positioning part of our name. We want to literally make Stein + Partners and Brand Activation synonymous. Second we want to acknowledge our next-generation leadership.” Specifically, three practice leaders at the agency have been elevated to partner status – Sue Guerrero, VP, Client Services; Ted Kohnen, VP, Integrated Marketing; and Michael Ruby, Creative Director.
“With the re-brand, SPBA has launched a new website at http://www.steinbrand.com, a new corporate identity and integrated marketing campaign that also kicks off at the BMA Conference,” said Stein.
“Our new brand and launch campaign make a case we believe in totally,” he added. “Brands today – be they challengers seeking to disrupt their markets or leaders seeking to sustain their relevance and momentum – need to more assertively activate their brands across more channels, among more constituents, with higher levels of memorability and accountability. That’s what we’re about – and it’s what our re-brand and campaign are about.”
With a new name, a new network
Along with its new brand, Stein + Partners Brand Activation is announcing the launch of the Brand Activation Network, a collaborative of several best-in-class marketing and media services providers.
“The Brand Activation Network gives national and global marketers integrated access to an even broader range of ‘brand-activating’ capabilities,” Stein said. “We believe that brand activation requires capabilities that complement our own. So we have formed a network with several partners – mid-sized, independent providers as we are – to bring these capabilities together for our clients with an extremely high level of integration and innovation and responsiveness.”
Initial network participants include the highly acclaimed PR agency, Middleberg Communications; the world’s largest business audience marketing platform, Bizo; the global transcreation leader, AAC Global/Interverbum; and the global media planning/buying firm, World Media. The Brand Activation Network (http://www.brandactivationnetwork.com) also includes two SPBA-owned brands, the three-year old content-marketing practice, Kilter, and the newly formed brand and market research practice, Pivot.
More to come
“We have spent a lot of time defining what it is that makes a brand an ‘activated’ brand, and we have embedded this into our processes, our service offerings and our total focus on pivotal business outcomes,” stated Stein. “One of the most essential elements is understanding and leveraging the growing interrelationship of paid media channels, brand-centric content channels, and social and other earned channels.”
As part of the re-launch, SPBA is releasing its first-ever white paper on Paid, Earned and Owned Media (PEO). “We will be writing about, speaking about and delivering on the promise of Brand Activation. Our Brand Activation Network partners will, as well. Our past has enabled this moment; our future will be built upon it,” Stein noted.
About Stein + Partners Brand Activation
Named 2011 Agency of the Year by BtoB Magazine, and 2010 Agency of the Year by the Business Marketing Association, Stein + Partners Brand Activation (http://www.steinbrand.com) is a branding, integrated and interactive agency that activates brands in such categories as financial services, technology, telecommunications, consumer electronics, business advisory services, pharmaceuticals, human resources, marketing services, and more.
SPBA’s client roster includes Alvogen, The American Society of Mechanical Engineers (ASME), BPA Worldwide, Chicago Board Options Exchange (CBOE), D-Link Systems, DealerTrack, iLevel Solutions, IPC Systems, Kaplan Global Solutions Americas, The McGraw-Hill Companies, PR Newswire, The Receivables Exchange, Schoolnet, Schoolwires, Standard & Poor’s, Syniverse, TheLadders, Towers Watson, TransitCenter, uTest and Zycus Inc.