NOVO/GIANT STEP CHANGES NAME TO SEMAPHORE

Move Follows Last Year's Merger

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CHICAGO (AdAge.com) -- Novo/Giant Step, Bcom3 Group's Chicago-based interactive marketing agency, has changed its name to Semaphore Partners.

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

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idea behind the name Semaphore -- the system of non-verbal communication achieved by signaling with flags held in each hand -- will serve as a metaphor for digital communication across distance and time, a Bcom3 spokesman said.

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.

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