BURLINGTON, VT— Fuse Integrated Sports Marketing, a youth marketing agency that offers consulting, event marketing, communications, research, and creative services, has changed its name to Fuse “to better represent the agency’s full scope of expertise in helping brands draw on sports, music, fashion and culture to reach youth consumers,” says Bill Carter, partner.
“While our history has been based in alternative sports including action sports and adventure sports, we have a strong knowledge in a range of youth marketing topics and trends and have been helping brands connect to youth by way of music, fashion, and other platforms for several years. The re-branding does not represent a shift in the agency’s focus as much as it is a better representation of the work we have already been doing.”
The firm also promoted Issa Sawabini to partner and hired Heather Hennessy as communications group director.
Sawabini, who joined Fuse in June 1999, had overseen the agency’s consulting group, which is responsible for working closely with Fuse Fortune 500 and mid-sized clients to develop strategic plans to reach the youth market.
Hennessy has more than eight years of public relations agency experience, most recently as vice president at Cohn & Wolfe in New York City. In her new role, she will manage all aspects of communications, including public relations, copy writing and media planning and buying.