BBDO Chicago Fights Apathy With Energy

Lewis Lazare: The Chicago arm of BBDO got a new name Monday: Energy BBDO.
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.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Geoff Bradley says:

    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?

  2. 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?

  3. 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.”

  4. really really boring