Marcus Thomas to Brand Steel Combine

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.

Media spending on ISG advertising initiatives was not disclosed.