i-merge is now boondoggle

Leuven, 31 May 2007 - Boondoggle is the new name for i-merge: the only 100% Belgian international communications group.

The flourishing group continues to build on its international success with a new office in Amsterdam. Open for business from 1 June, the Amsterdam branch is the fourth in an ever-expanding network with locations in Belgium, China, Ireland and the Netherlands. None to shy of ambition, Boondoggle has its sights set on an annual growth of 20% with further expansions of
its network and its strong creative/strategic operations.

Why the new name for i-merge?
Pieter Goiris , CEO Boondoggle: "The name i-merge was generally perceived as having too strong a link with the internet as a medium. The talent encompassed by our agency goes much further than mere ‘media expertise'. Our vision on communication revolves around the guiding principle of the consumer. Everything we do is based on recognition for the consumer's impact on his/her surrounds. These days, it's people that make the brand. That's a vision that goes beyond digital media. It is a vision on communication ‘in itself'. The internet was the impetus for change in the way people and brands communicate, sparking a trend that has since continued beyond its own bounds. Consequently, our services have also evolved, which is why we have chosen a new name, independent of any particular medium."

More info on boondoggle's website or on the press release