LoewyBe transforms into BEcause

Experiential marketing agency LoewyBe has rebranded as BEcause Experiential Marketing as part of a drive to keep the agency at the forefront of the experiential sector.

Marketing agency LoewyBe has changed its name to BEcause Experiential Marketing as part of an aggressive marketing drive designed to keep the agency at the forefront of the rapidly evolving experiential sector.

"Although LoewyBe is a well-established name in our sector, we feel the time is right for a more expressive name and identity that projects our business in a more intriguing way," says Joss Davidge, marketing and business development director at BEcause.

"We firmly believe experiential marketing is the answer to all kinds of marketing challenges.

The name BEcause Experiential Marketing will give us a fresh creative platform from which to communicate our skills and our beliefs as we continue to grow." The new identity for BEcause has been designed by Real451, and features two different typefaces for the "BE" and "cause" elements of the name in blue and brown.

The capitalisation of BE retains a link to the company's heritage as LoewyBe and also stands for "Brand Experience".

The "cause" part of the name illustrates the direct causal effect that Brand Experience has on consumer perceptions and behaviour.

Alongside the new identity, BEcause is launching a dynamic new website at www.becauseexperiential.com in early March.

Designed by Un.titled, the site is highly experiential in nature, with users navigating around icons on a three-dimensional desk to explore multimedia content about the company, its work and its people.

"This is very much an evolution of our business, rather than a reinvention," explains Davidge.

"Licensing the LoewyBe name helped our business grow into a major player in experiential marketing, but although we continue to have a great relationship with our neighbours at Loewy, we have never actually been a formal part of the Loewy Group.

Our new identity will help reinforce our independence and our strategic goal to be recognised as the best experiential marketing agency in the UK." Despite intense competition in the experiential market, BEcause Experiential Marketing has continued to grow impressively, registering a 40% growth in turnover last year.

The agency won several major new clients, including innocent Drinks, Nestle and Superdrug, while its ground-breaking campaigns for Pampers and SandN (UK) collectively won 10 industry awards in 2006.

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