WASHINGTON: McBee Strategic, named by former CEO and founder Steve McBee, has rebranded as Signal Group.
The agency has been working on the rebrand since April. Eric Bovim, MD at Signal, said a team worked internally to come up with the new brand, website, and mission.
"You go through a lot of names in a process like this and this one jumped out," Bovim said. "It’s very simple and translates well into different settings and it means something. From the PR aspect, our business is trying to communicate something and signal something to people."
The agency's new mission is focused on providing integrated services to its more than 70 clients to "shape the future for clients and our world."
McBee left the agency about two years ago, shortly before it was acquired by Wiley Rein. Bovim said the agency had moved past its original founder, which warranted the name change.
The agency has undergone quite a bit of change in the past few years, with the acquisition by Wiley Rein and merger with Gibraltar Associates. The agency is also doubling down on its digital work, with the hire of Garth Moore to lead digital earlier this year.
"The company had evolved," Bovim said. "It is led by group of people and is a collective organization. We wanted to reflect that in our brand, rather than the old brand that just refers to a single person."