Onmicom Consolidates Two Shops

NEW YORK — Griffin Bacal, a DDB unit that specialized in toy advertising and helped build many Hasbro brands over 23 years, is merging with Moss Dragoti, which is owned by DDB parent Omnicom.

The combined agency will be known as Moss Dragoti in the United States, while Griffin Bacal Volny will continue in Canada as an independent DDB agency.

Tom Griffin and Joe Bacal, who founded the New York shop in 1978, retired earlier this year. Griffin Bacal, acquired by DDB in 1994, lost $60 million worth of Hasbro business in a consolidation last December as most of the business moved to DDB New York.

The agency’s remaining clients — including Mott’s, Pepsi and K’Nex — will move to Moss Dragoti along with Griffin Bacal’s kids marketing unit, Kid Think Inc., and its proprietary research tool, LiveWire.

Paul Kurnit, who was most recently president of the agency, has formed KidShop, which specializes in youth and family marketing and forecasting.

Moss Dragoti, New York, was founded in 1995 by Charlie Moss and Stan Dragoti. Its clients include Hertz and Dannon bottled water.