New Bozell Kamstra executive creative director Glen Jacobs wants to use the shop's recent win of the $500 million branding assignment from Fujitsu as a steppingstone to more consumer-oriented clients.
"If we can make that a highly visible campaign, it will open the doors for more business," Jacobs said last week after being named to his new post.
Jacobs joins Bozell Kamstra from Ogilvy & Mather in New York, where he was a senior partner and worldwide creative director on the agency's Unilever business. At Bozell Kamstra he succeeds Ron Anderson, 64, who will retire at the end of the year.
While Anderson was based in the agency's Minneapolis headquarters, Jacobs will be based in New York and oversee creative product from the network's seven offices, which bill about $480 million.
Bozell Kamstra's win in July of Fujitsu's 3-year branding assignment was central to Jacobs' decision to join the agency. He's familiar with the client, having helped develop a corporate campaign for the Japanese electronics company during a stint at Publicis in the early 1990s.
Dean Buresh, Bozell Kamstra's chief executive, said he was impressed with Jacobs' ability to manage big clients over many offices.
"I didn't want someone who didn't know how to work with time zones and other cultures," Buresh said.
The consumer-focused Fujitsu project, which is scheduled to roll out next month, was key for the largely business-to-business agency's plans to broaden its base of consumer-oriented clients, Buresh said.
"That's going to lead to a lot of things," he said. "It's going to be highly visible for us."