US Creative launches new name

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San Francisco-Marketing services company US Creative Directory Inc. said late Thursday it has changed its name to Ci2i to reflect its new focus on providing infrastructure services to advertising agencies over the Internet. The move comes in advance of its release of Streamline, scheduled for early 2001. That product will provide production workflow and collaboration for broadcast, print and Web projects. The company faces significant challenges with Streamline, as it enters a market where Aprimo Inc., Indianapolis, has already firmly established a leadership position. Ci2i said the production market represents about $45 billion in annual revenues. US Creative is a four-year-old company that began as an Internet directory for marketing services. It is funded by Convergence Partners and Sanchez Capital Partners.
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