GLOBAL BRIEF: Bozell pushes for integration

Claire Beale says Bozell’s broadening of its portfolio will please its customers.

Claire Beale says Bozell’s broadening of its portfolio will please

its customers.

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

broader offering.

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

in 1992.

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.’


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