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HMS Launches Firewerks Show

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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.
HMS merged with Hovel earlier this year with an eye to offering a wider array of services - including store planning, design and advertising - to its retail clients, which include Dayton Hudson's Target and Mervyn's California operations.
"Through advertising and design, we're working together on all elements of the brand," Pearson said.
The agency's nonretail clients are also well-served by the arrangement, he said. For instance, a client like Fellowes Office Products could use the shop's retail knowledge to secure shelf space at office supply stores.
Firewerks remains a part of Columbus, Ohio-based HMS Partners' network. ¡