• by David Goetzl , September 25, 2008

Branding firm Siegel + Gale is opening a media arm. The new "dynamic media practice" will be headed by former Martha Stewart Living Omnimedia digital executive Thomas Mueller as global director.

The group "will help our clients bring their brands to life across all media touch points, all around the world," said CEO Alan Siegel.

Mueller was vice president and creative director at MSLO, focusing on Internet operations that included social media initiatives and the development of digital marketing and ad sales platforms.

"Successful brands today have to be more than simply a conversation," Mueller said. "They have to provide memorable experiences that are useful and usable, wherever the consumer comes in contact with a brand."

The new practice "will integrate aspects of research, strategy, simplification, data visualization, experience design, and technology to ensure brands speak with a clear digital voice."

Mueller previously was the first design director and spent nine years at Avenue A | Razorfish, where he became executive creative director and worked with clients such as Disney, eBay and Ford.

After Avenue A, Mueller became senior vice president and creative director at Arnold, working in the digital arena.