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New Name Intended to Reflect Wider Range
CHICAGO – Positioning itself as a factory for brands, the merged entity of ad agency HMS/Minneapolis and design shop the Hovel Group has christened itself Firewerks.
“Fire” refers to the essence of a brand, while “werk” is the German word for factory, said agency chief executive officer Tim Pearson.
Former Hovel principals Debra and Richard Hovel will serve as chief operating officer and chief creative officer, respectively, of Firewerks.
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