The name helps to create a new brand for the entity, which was created by the merger of the two Bcom3 subsidiaries last fall.
The agency hopes the
Giant Step Productions, Chicago, merged with sibling Novo Media Group, New York, last fall. Prior to the merger, Bcom3 had a 40% stake in Novo and 100% ownership of Giant Step, which was originally acquired by Leo Burnett Co. in the mid-1990s.
Kelly Rodriques, previously chairman-CEO of Novo/Giant Step, retains that title at the newly named company.