Phoenix’s E.B. Lane Reinvents Itself for a New Era

Shakespeare would love the advertising business these days. Agencies across the country are consistently asking clients and themselves “What’s in a name?” as they rebrand and reposition their businesses to incorporate interactive and other new media and keep up with a market moving at light speed.
Add E.B. Lane & Associates to the list. The agency, one of the major players in the Phoenix ad market, has changed its name to E.B. Lane Marketing Communications as part of a general rebranding campaign.
Beau Lane, agency president, said the rebranding is designed to reflect the wide range of services the shop offers. Over its almost 40 years in the market, EBL has expanded to include services such as strategic account planning and research and interactive marketing.
“We’re continually expanding the services we offer,” Lane said, “and we thought calling ourselves an advertising and PR agency was not descriptive of all the marketing communications services we’re providing. … It’s reflective of all the exciting things going on … a fresh branding for an agency that’s 40 years old.”
In addition to the name change, the rebranding effort also includes the introduction of a new logo and the addition of some 12,000 square feet of office space adjacent to the agency’s current headquarters–an expansion designed to accommodate potential growth of the 80-person staff. The old blue-and-green wave logo has been replaced with a single symbol in black and orange that, through the wonders of optical illusion, appears as the letters E and B simultaneously.
Founded in 1961, the shop now claims capitalized billings of more than $56 million. Its client roster includes the Arizona Lottery (the agency successfully defended the $8 million account earlier this year in a local review), National Airlines, golf product maker Royal Precision and the Greater Phoenix Convention & Visitors Bureau.
EBL’s main competitors in the Phoenix advertising market include such agencies as Riester-Robb and Cramer-Krasselt.