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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.