Strategic Branding Firm Siegel+Gale Creates New “Dynamic Media” Practice

September 23, 2008

NEW YORK, SEPTEMBER 23, 2008 - Siegel+Gale, one of the world's premier strategic branding firms, announced today the creation of a new Dynamic Media Practice and the appointment of Thomas Mueller as its Global Director.

"Our new global Dynamic Media Practice will help our clients bring their brands to life across all media touch points, all around the world," says Alan Siegel, Chairman and CEO of Siegel+Gale. "The media is constantly changing and so will our approach, but this new practice will bring our strength in simplification to information architecture and design across every platform. Thomas Mueller is the perfect person to lead our new effort. His accomplishments in brand experience and design at such leading organizations as Martha Stewart Living Omnimedia, Arnold Worldwide, and Avenue A | Razorfish will take Siegel+Gale, and our clients, from strength to strength."

In his most recent post at Martha Stewart Living Omnimedia, Mr. Mueller was VP creative director, responsible for the customer experience of Martha Stewart's Internet initiatives. That included digital product vision and strategy, new product development, personalization tools and social media features, user research and usability, interface design and development, and the development of innovative digital marketing and ad sales products.

"After working for so many years in the pure play interactive field, and also as a long admirer of the smart branding work done by Siegel+Gale, I'm very excited to join the company now and provide a vision for how to apply the 'Simple is Smart' ethos that Alan Siegel has championed to all dynamic media," says Mr. Mueller.

"Successful brands today have to be more than simply a conversation. They have to provide memorable experiences that are useful, and usable, wherever the consumer comes in contact with a brand. Brands that 'get' the consumer, their preferences, and behaviors, have a shot at winning," Mr. Mueller says. "It is my strong belief that simplicity, when applied rigorously across the entire landscape of consumer touch points including emerging ones, will lead to smarter products and services. We will help our clients succeed in transforming their businesses — with measurable results."

Siegel+Gale is the first strategic branding firm to create a Dynamic Media practice. The customer-centric practice will integrate aspects of research, strategy, simplification, data visualization, experience design, and technology, to ensure brands speak with a clear digital voice in a continually evolving dynamic media landscape. In this way Siegel+Gale clients will be ahead of the curve with their brands, offering smart and simple experiences in any medium.

Thomas Mueller started his career in Munich, in his native Germany, where he was a designer for a number of design studios and advertising agencies. He moved to Los Angeles in 1993 for graduate studies in digital media at Art Center College of Design, as well as to work with Praxis Design for such clients as the Getty Museum, Los Angeles Contemporary Exhibitions, the American Film Institute, and Art Center College of Design.

In 1995, Mr. Mueller joined what today has become Avenue A | Razorfish Inc. in New York, shortly after the company was founded, as its first design director. He quickly rose through the ranks in his nine years with the company, holding such positions as creative director in New York, San Francisco, and Los Angeles, and VP user experience for North America. As executive creative director he developed award-winning integrated customer experience solutions and campaigns for AOL, Armani Exchange, Cartier, Casio, CBS, Charles Schwab, Disney, eBay, Ford Motor Company, Giorgio Armani, HBO, John Hancock, News Corporation, the New York Public Library, Sharp Electronics, Sony, Time Warner, and the Whitney Museum.

From 2005 to 2006 Mr. Mueller was senior VP creative director at Arnold Worldwide in New York, where he helped establish the digital practice and developed 360° integrated marketing campaigns and customer experiences for brands including Hershey's, Royal Caribbean, Fidelity Investments, ESPN Mobile, Amtrak, Spike TV, Lee Jeans, McDonald's, GSK, and Pfizer.

A regular panelist on design and interactive media at design and marketing conferences and Internet industry events, Thomas Mueller most recently spoke this summer about the economics of social media at EconSM 2008 in Los Angeles, and at the Digital Magazine Conference in New York. He has also contributed to a variety of books and magazines and has been interviewed frequently on design subjects by national and international news organizations. His work has received industry awards including most recently a W3 Gold Award for, as well as awards from the OneShow, the CyberLions, and numerous others over the years. He has been a juror for several major international design competitions.

Mr. Mueller is a graduate of Fachhochschule in Munich, where he received a BFA in communications design. He received an MFA in media design from Art Center College of Design, and also participated in a Harvard Business School executive education program for creative business leaders.

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About Siegel+Gale

Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, identity design, simplification, research and analytics, and digital strategy.

Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for brands such as Aetna, American Express, Bank of America, China Youth Development Foundation, Dell, Dow Chemical Company, The Four Seasons Hotels and Resorts, The Internal Revenue Service, The King Abdullah University of Science and Technology, Microsoft, Motorola, Pfizer, SAP, Sony PlayStation, Yahoo! and the YMCA.

Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world as a member of the Omnicom Group of companies.

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