Siegel+Gale Selects Lisa Bertelsen to Lead Expanded Research Practice

NEW YORK, Feb. 23 /PRNewswire/ -- Global strategic branding firm Siegel+Gale, www.siegelgale.com, today announced the appointment of Lisa Bertelsen as global director of its Research Insights practice.

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Bertelsen brings a diverse set of qualitative research expertise to Siegel+Gale's research offerings, including over 15 years of consumer and B2B experience as a usability engineer, interface designer, online strategist and market researcher. In her new role, Bertelsen's primary responsibility is to build a powerful global practice that uncovers innovative research insights in language, cognition and behavior to inform clear, credible and compelling brand-building programs.

"In order to deliver elegantly simple brand strategies and experiences that advance our clients' businesses, we must remain at the forefront of exploring innovative research methods, products and technologies to guide our solutions," says David Srere, co-president and chief executive officer. "As Lisa and her team expand our research offerings, we'll continue to deliver world-class brand programs rooted in simplicity—backed by deep insights and relevant data."

The Research Insights team utilizes a variety of innovative proprietary techniques that balance qualitative and quantitative research processes to produce actionable client results. The team will tap the attitudes and opinions of client stakeholder groups globally and add to the robust suite of research products and services that have helped build brands across the world.

"Siegel+Gale has long been respected for its research capabilities, and I'm excited to lead this talented team," says Lisa Bertelsen, global director of Research Insights. "By diversifying our techniques to include social media and mobile devices as resources for gathering data, we'll further build our portfolio of methodologies to secure the insights necessary to building lasting brand strategies. We recognize that gathering data is only half the process, the other half is in story-telling—communicating the research findings clearly and succinctly so that our clients immediately understand both the problem and the solution."

Bertelsen's experience delivering research results includes projects executed in North America, Europe, Asia, the Middle East, Latin America, Africa and Australia for brands like Merrill Lynch, Coca-Cola, FedEx, Visa, Yahoo!, Samsung and Microsoft. Prior to joining Siegel+Gale, Bertelsen managed her own company, LB Research Group, specializing in marketing intelligence, human factors and information design for website and online applications. She also worked as vice president of Qualitative Research at Ipsos, one of the world's largest market research firms.

Bertelsen holds a Bachelor of Arts in political science from the University of California. She also holds Specialty Degrees in Politics from the University of Kent in England and in Multimedia from San Francisco State University. She is a certified Web/Software Internationalization developer.

About Siegel+Gale

Siegel+Gale (www.siegelgale.com) is one of the world's premier strategic branding companies and a pioneer in simplifying complex customer communications. Since it was founded by Alan Siegel in 1969, the firm has built world-class brands for many of the world's most successful companies through elegantly simple strategies, communications and experiences. Driven by its philosophy of "Simple is Smart," Siegel+Gale has led the way in bringing innovation to the corporate branding field, including transforming complex, incomprehensible customer communications into plain English; helping clients create distinctive brand voices across all their communications; transporting brands onto the Internet; and aligning the brand experience with the brand promise.

The firm's clients include AARP, Aetna, American Express, Bank of America, Dell, The Four Seasons Hotels and Resorts, The Internal Revenue Service, Lexus, Merrill Lynch, 3M, Microsoft, Motorola, the National Basketball Association, Pfizer and Sony PlayStation. Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Dubai and Shanghai and strategic partnerships around the world.

Siegel+Gale is part of the Omnicom Group Inc. (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms serve over 5,000 clients in more than 100 countries.

SOURCE Siegel+Gale