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Barradas Yeaton & Wold Reborn as Rumbletree

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Barradas Yeaton & Wold has changed its name to Rumbletree and is attempting to refocus its offering on long-term brand-building, rather than short-term creative development.

The shop is looking to get aboard early in the branding process—à la brand consultancies—and dig in for the long haul, rather than come in at the end and execute a preordained strategy.

The new moniker comes at the suggestion of Frank Laurino, one of the Portsmouth, N.H., shop's partners and resident drum enthusiast. In some tribal cultures, the rumbletree is associated with coming-of-age ceremonies; one of the requirements is that those entering adulthood "create their own rhythm" on the drum. The agency applies the same philosophy to the requirements of competing in today's advertising world.

"There's something about every product or service that makes it unique," said David Wold, agency president and co-founder. "It's our job to reflect that through marketing."

The 12-person agen-cy initially spun out from O'Neill Griffin Bodi, Manchester, N.H., in 1990, led by Wold and Charlie Yeaton, both creative directors, and Myra Barradas, an account service professional. The agency has been a consistent regional award winner for its creative efforts, notably for the New Hampshire Office of Travel & Tourism.

Barradas retired two years ago, and the agency is now run by Wold and Yeaton, along with Denise Dixon and Frank Laurino, whose interactive shop Alchemedia North merged with BYW in 1997.

Wold acknowledges the necessity of keeping in touch with industry standards and the economic climate. "You have to come to the marketplace with a distinct style, but at the same time you have to keep in touch with what the industry [as a whole] is doing," Wold said.

New advertising is in the works for existing clients such as New Hampshire Tourism, Green Cos. and Wentworth-Douglass Hospital in Dover, N.H.