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Liquid Fire has added Bright Horizons, Iguana Interactive and BJ’s Wholesale Club to its client roster.
Formerly Chili Pepper, principals at the Boston agency in March bought it back from Digital Goods, which had purchased the creative boutique in May 2000.
“They wouldn’t sell the name back, but [we] bought everything else,” said Alex Morrow, president of Liquid Fire. Terms of the buyback were not disclosed; Digital Goods had purchased Chili Pepper for $1.75 million.
The new name “connotes the duality of our brand positioning—the fire is the power that we deliver … and the liquid is our flexibility and our speed,” said Wayne Fritsche, partner/strategy and account manager at Liquid Fire.
The new clients, all of which came aboard in the weeks since the buyback, “kick us off as Liquid Fire and also validate our position,” Fritsche said.
Bright Horizons in Watertown, Mass.,
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