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Novo Ironlight Interactive today unveils an updated identity, a new Web site and a new positioning as a strategic consulting group. The San Francisco shop will drop “Ironlight” and become simply Novo Interactive, and staffers will bill themselves as “digital commerce architects.”
Novo’s repositioning is part of an ongoing agency trend. On March 29, OgilvyOne New York announced the formation of strategic marketing consultancy OgilvyOne Consulting. Organic, San Francisco, has had a similar division since 1996.
Executives say customers are driving the changes.
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