Claire Beale says Bozell’s broadening of its portfolio will please
In the days of integrated marketing, there’s nothing more tenuous than
an international creative agency. A single-string bow may work on a
local basis, but global networks are realising the need to provide a
Bozell Worldwide is the latest, most visible example of an agency
stocking up its communications toolbag. The group is on a rapid
expansion drive which, over the past 18 months, has seen Bozell move
into new territories.
Once a full-service agency, Bozell was one of the first to realise the
importance of media as a specialist service and launched its own media
dependant, 20/20 Media, in Europe in a joint venture with the CIA Group
Now 20/20 Media has been renamed BJK&E for international consistency and
Bozell has moved on to tackle a wider range of communications which
advertisers are demanding as part of a fully rounded package.
Bozell’s strategy has been acquisition-driven, embracing traditional
agencies to shore up the network’s international credentials as well as
companies outside the traditional full-service remit.
From specialist ad agencies such as business-to-business, hi-tech and
healthcare agencies, sports marketing companies, direct marketing
agencies and PR companies, Bozell’s approach is a blueprint for
integration. Acquisitions have included Germany’s top direct marketing
company, Direct Friends, Integrated Sports International, a sports
marketing company whose clients include the Walt Disney Company, and
Charles Barker, the international PR company (Campaign, last week).
Winston Fletcher, chairman of Bozell UK Holdings, believes the portfolio
of specialist companies allows the network to offer independent advice
across the marketing mix. ’Clients are uncertain how to apportion their
communications budgets and many want to discuss the issues with their
consultant companies,’ Fletcher says. ’When those companies are
separate, each is making their own pitch. With our structure we can
provide truly neutral advice.’