U/S Sports Advisors later this week will announce that it has rebranded to Charge as part of an effort to both evolve from its longtime moniker and dispel confusion. The Indianapolis-based agency was originally focused on consulting and strategy but has developed into a full-shop firm that also specializes in areas like digital, PR and merchandising. Secondly, the U/S part of the name stands for Ungar Strategies, after founder Ken Ungar, but international clients in recent years would sometimes become confused over whether that part of the name meant it did not have global capabilities. As part of the switch, the agency is adding the tagline, “Go Forward,” and is relaunching its website this week.
The new name was developed in-house. Ungar said the agency arrived at the name Charge after asking "clients and other people who know us in the marketplace the attributes they used to define us." He added that the re-branding took about 10 months. The agency, which also has offices in Charlotte and Chicago, recently expanded its Indianapolis HQ and is re-skinning the office with the new branding. Its top clients include Honda, NASCAR and St. Vincent Sport Performance.
