BBDO Chicago Fights Apathy With Energy

Lewis Lazare: The Chicago arm of BBDO got a new name Monday: Energy BBDO.
energy_bbdo.jpg
The moniker stems from a two-year effort to develop a model in the Chicago shop, a model that agency executives are convinced has proved effective in winning new business, most recently Wm. Wrigley Jr. brands Life Savers and Creme Savers.
Other new clients include Jim Beam, Dial and Starbucks liqueur.
What is the brand “Energy” all about? According to an agency spokesman, it’s an “approach to uncovering powerful brand ideas that re-energize brands by achieving three things: brand importance, brand integrity and marketplace momentum.” The spokesman went on to describe brand Energy as “the antidote to consumer brand apathy.”
BBDO’s Chicago office will be the only shop in the agency network to adopt the new name.

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.

  • Geoff Bradley

    Hmm, Newton’s Cradle as a metaphor for creating brand momentum.
    Start out with a small motion, then follow a predictable pattern with ever-diminishing returns, until you come to a complete standstill.
    Can’t wait to get my brand made over by Nergy BBDO.
    I just wonder why no other offices in the network are buying in?

  • Nesjo

    Typical la-la-land luvvies, too far up themselves. Take all that blather about brand identity and then simply ignore it when it comes to your own company.
    Which junior school ran the competition to design the new logo?

  • http://blacklabfive.blogspot.com/ Dean Gemmell

    So, what, exactly, is this new model that’s proven so effective? Is it that everyone is just sort of, like, all full of energy?
    “Hi, thanks for inviting us to pitch your business. As you can see, we’re very energetic.”

  • erin

    really really boring