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About Us

SAAL History

Two questions we receive most is how do you pronounce SAAL and where did the name originate?

In 1971 Gene Saalfrank started an advertising agency in Fort Wayne, Indiana with a handful of small clients. Over the next 20 years the agency became very successful. Then in October of 1990 Gene was diagnosed with pancreatic cancer. Walt Steffen purchased the agency from him in May of 1991 just before his death.

Because the agency was so well regarded in the Fort Wayne area and out of respect to Gene, Walt choose to keep the name.

SAAL is pronounced, saal as in  “s”“all”

Why choose SAAL?

We may be a small firm, but that doesn’t mean we don’t have big ideas. Why work with a huge firm that will only treat you like a job number, when you can work with SAAL and be treated like you’re part of the family. What you get when you choose SAAL is; passion, commitment, attention to detail, the ability to listen to your ideas and turn them into reality, and the perseverance to get the job done right. Still not sure? Give us a call or set up an appointment to tell us exactly what you are looking to do for your organization with no obligation; we will listen to you and tell you exactly how, and why, SAAL can help you reach your goals better than any other agency.