CMW becomes Stack in full agency rebrand

by Maud Largeaud , AdForum

CMW is starting 2014 with a full rebrand of the agency to reflect its new offering and positioning under the name Stack.

The rebrand, which will roll out over the month of January, follows the addition of new capabilities and changes made to the agency last year. Stack will continue to be an integrated creative agency offering four key pillars of expertise – on and offline communication; consumer and shopper activation; real world and digital experiential marketing; CRM and loyalty.

The name ‘Stack’ was chosen to reflect the agency’s offer of the full marketing “stack”, or, in other words, the widest possible combination of marketing capabilities. The word ‘stack’ has its origins in Silicon Valley and the West Coast of America, to mean an even spread of capabilities across channels and disciplines in creativity, technology and results-focused marketing techniques.

The new capabilities and services added to Stack in 2013 included experiential and activation.

Liz Wilson, CEO, Stack said: “Our new name, Stack, points to our belief that really effective work nowadays comes from understanding the full marketing ‘stack’ and having the capability to blend different channels and disciplines together optimally at every stage of the customer journey.

“For most marketers the idea of an audience living in one channel is long dead – people and therefore ideas need to cross channels and technologies constantly. Stack’s mix of skills and services makes us different from most of our competitive set – we’re one of very few agencies that can be an effective strategic partner for a client right across the customer journey, right along the marketing funnel and all the way from awareness to advocacy.”

The naming and identity exercise was carried out by brand design agency Holmes and Marchant.

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