NEW YORK: Listed advertising major and strategic holding company Omnicom, which owns BBDO, TBWA and DDB networks, has acquired independent branding and identity firm Siegelgale.

Siegelgale, a 33-year old company, had created a reputation for itself in the 1980s by elevating simple identity changes to wider branding concepts. The company, previously owned by Saatchi & Saatchi, was backed by venture capital firm Vestar Capital Partners in New York. Saatchi & Saatchi had sold it to third-party investors for a reported $33 million in 1998.

Siegelgale has worked on rebranding campaigns for clients such as The Wall Street Journal, Citibank, the US Air Force and the Girl Scouts of USA. Recently, Siegelgale expanded in the interactive area and currently offers services including advertising, brand strategy, identity and brand architecture.