New York--Strategic consulting firm Siegel & Gale, New York, said Wednesday that it will spend an estimated $6 million to bolster its standing as a savvy Internet branding consultant. The 30-year-old firm, which counts American Express, Bristol-Myers Squibb and Ernst & Young among its clients, will rename itself Siegelgale to reflect its growing Web presence at Siegelgale.com. The advertising campaign, a first for the firm, debuted today in The New York Times and The Wall Street Journal. It'll spread to such business publications as Business 2.0 in coming weeks, said Rebecca Lieb, the firm's VP of communications. Siegelgale will continue to focus on building strong brands in the information age.