• by Steve McClellan  @mp_mcclellan, November 19, 2012

Digital marketing agency Ascentium has re-branded itself Smith, following the full integration of e-commerce company Cactus Commerce, which it acquired in September 2011.
 
The firm, which has relocated its headquarters from Bellevue, Wash. to Seattle as part of its relaunch, counts among its clients Motorola, Cisco, Microsoft and MasterCard. The shop expects to generate approximately $40 million in revenue in 2012.
 
Explaining the new moniker, Steve Farrell, the agency’s co-president and chief creative officer, said: “The term Smith has long connoted a specialized craftsman defined by his or her trade. We are focused on becoming the 'Smiths' of technology and creative for brands in the digital age.”
 
The firm believes the Cactus acquisition positions it to "conceptualize, create and implement complete branded experiences online through its ability to deliver front-end brand strategy and design coupled with back-end technology to support and foster online engagement throughout the customer lifecycle."
 
After soliciting client feedback, "we took the steps to develop a more artful, sophisticated approach to digital marketing," said Farrell.
 
In addition to commerce, the firm counts social marketing, customer relationship management, brand engagement, design and research and insights among its capabilities.
 
In addition to Seattle, the shop -- which has a staff of 300 -- also has offices in Atlanta, Portland, Spokane, Toronto and Ottawa.