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CHICAGO The International Steel Group has retained Marcus Thomas to help the company develop its brand strategy and create its first advertising campaign. The appointment was made without a review, sources said.
The Cleveland agency’s campaign will run in major steel trade periodicals and key business publications.
ISG was formed last year when W.L. Ross & Co. purchased the assets of Cleveland’s LTV Corp. to forge the new steel company. Since then, ISG also purchased the assets of Acme Steel and most recently Bethlehem Steel.
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