ReevesDrake Closes; 3 Principals Come Aboard
BOSTON--The three principals of Reeves Drake have closed their small Boston agency and joined Bozell Kamstra in Peabody, Mass.
Bill Drake and Dan Reeves become associate creative directors at the 45-person agency, replacing Dana Jones, who was dismissed last week, according to Dan McDougall, Bozell Kamstra senior vice president and general manager. McDougall sold his agency, the 28-year old McDougall Associates, to Bozell Worldwide this spring.
"He did a fine job," said McDougall of Jones, who had headed the 12-person creative department since May 1997. "He just didn't fit in with the thinking they have" at the Minneapolis headquarters of Bozell Kamstra, a group of business-to-business shops within the New York-based Bozell network.
Reeves and Bill Drake report to Minneapolis-based Bozell Kamstra creative director Ron Anderson. Jones, a 30-year veteran of New York and Boston agencies, could not be reached for comment.
ReevesDrake began its decline in January, losing the $2-3 million account of Peoples Heritage Financial Group, its largest account, to McDougall Associates.
"We couldn't get the critical mass and depth of capabilities clients wanted," said Jeff Drake, the agency's third partner, who joins Bozell Kamstra as director of new business, reporting to vice president and account service director Tom Stone, who is based in Peabody. The Drake brothers and Reeves are now reunited with the Peoples Heritage account.
ReevesDrake, founded in 1982, had 13 staffers in 1996, the last year data was available.
The ReevesDrake partners come aboard this week with at least three clients, notably a consortium of regional utility companies promoting TumbleWash technology, a term ReevesDrake coined for front-loading, energy-efficient washing machines. ReevesDrake had created TV commercials for the client using the tagline, "That's clean living." Billings on the business are $1.5 million [Adweek, June 15].
ReevesDrake also brings two business software accounts to Bozell Kamstra: Netsee in Waltham, Mass., and Tracer Research, Northborough, Mass.