Price for Siegelgale Undisclosed

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NEW YORK ( -- Omnicom Group has acquired independent branding and identity firm Siegelgale for an undisclosed price, the holding company said today.

Siegelgale was backed by venture capital firm Vestar Capital Partners in New York. The company was previously owned by Saatchi & Saatchi, which sold it to third-party investors for a reported $33.8 million in 1998.

Air Force account
The agency has worked on rebranding campaigns for the likes of the U.S. Air Force, and the Girl Scouts of USA. Other clients have included Dow Jones Co.'s The Wall Street Journal and CitiGroup's Citibank.

Siegelgale began life 33 years ago, creating new names and logos for stationary, signs and packaging. By the 1980s it had broadened simple identity changes into a wider branding concept. Siegelgale expanded in the interactive area and currently offers services including advertising, brand strategy, identity and brand architecture.

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