Liquid Fire Adds 3 Clients

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., is a child care and early education company. Liquid Fire is charged with spearheading projects for the parent marketing branch of the company.

“They have a ton of personality,” said Jessica Fein, director of marketing and creative services at Bright Horizons. “They are like a ball of fire—they’re exciting and their creative was outstanding.” Liquid Fire “does a lot of research up front—that’s important to us. They understand our business and market, and they are able to speak to our market the way we want to speak to them,” Fein said.

Liquid Fire will serve as a branding and design resource for New York-based Iguana, a provider of corporate communications tools. For Natick, Mass.-based BJ’s, the agency has been assigned marketing and design projects. BJ’s has an in-house creative department and has relationships with agencies for broadcast and larger marketing initiatives.

Liquid Fire touts itself as having the cost effectiveness of a small advertising and marketing agency with plenty of big-agency national branding experience. The shop also has an outpost in New York. The two offices combined have a total 15 people and are headed by Fritsche. With a new-business-development person in each office, the agency’s goal is to continue to grow and add new clients.

“With the economy tightening, there are tremendous opportunities for an agency which delivers this kind of talent in a small-agency package,” Morrow said. “Our mission is to help our clients maximize the returns their marketing dollars generate.”