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.