AnswerThink restages, readies campaign

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AnswerThink Consulting Group April 3 breaks a campaign in The Wall Street Journal positioning itself in the e-business solutions space. AnswerThink Consulting Group and the former interactive offices of Think New Ideas--Atlanta, Boston, London, New York, San Francisco and Torrance, Calif.--also are getting a name change to simply AnswerThink. As AnswerThink pushes into e-business services, the company is pursuing a different course for its advertising services business; Think New Ideas' offices in West Hollywood, Calif., and Seattle, retain the old name for now and will be positioned as integrated marketing offices. The two Think offices will offer offline and online advertising; the AnswerThink interactive offices will do online but not do offline advertising. Think New Ideas' West Hollywood office, AnswerThink's agency of record, developed the branding campaign and Web site. AnswerThink's public restaging follows its acquisition in November of Think New Ideas. AnswerThink stock closed March 28 at $28.25 a share, giving it a market capitalization of $1.2 billion.

Copyright March 2000, Crain Communications Inc.

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