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BRANDING NEWS: Three become one as Sigma

Sigma Consulting has been unveiled as the new identity for the combined marketing services group created by marcoms agency Pendragon Marhaus, following its acquisition of specialist telemarketing agency Chorus Direct and B2B data house Conduit in 2005.

The rebrand follows a seven-figure investment in consolidating the businesses, according to Nigel Walter, MD of Sigma Group, including the appointment of a completely new management team. He claims this team is "highly experienced" but declines to identify individuals.

Online and direct marketing activity to promote the newly-merged operation is understood to be in the early stages of development for 2007, although timescales were not disclosed.

Walter says the objective of bringing together the three companies formally was to create a genuine full-service operation. "We believe there's a gap in the market for a highly proactive, independent, marketing services group that offers end-to-end commercially deliverable marketing solutions." He claims the ability to offer a high level of data expertise internally, through the former Conduit company's expertise, will be a significant differentiator for Sigma.

An acquisitions war chest is also available, says Walter, and further deals are understood to be in the pipeline.

The company's combined client list across B2B and B2C sectors includes BT, Orange, COI, Shell and Audi.


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