Bozell Kamstra Expanding




Acquisition to Spur Move Beyond Business Clients
CHICAGO–Bozell Worldwide is expected to announce shortly that its Bozell Kamstra agency is taking on a new direction within its network.
The agency was formed when Bozell acquired Minneapolis business-to-business agency Kamstra Communications in February 1997. Renamed Bozell Kamstra, the shop was initially intended to maintain a focus on business advertising, but that will be broadened once Bozell Worldwide completes its purchase of McDougall Associates in Peabody, Mass.
That acquisition has been in the works for several months. Dan McDougall, president of the New England agency, earlier said he expected the deal to be completed by the end of June [Adweek, June 15].
Once the deal is completed, McDougall will take on the Bozell Kamstra name and become another branch of the Minneapolis-based agency, joining offices in Austin, Texas; Pittsburgh; and Cleveland (formerly The Jayme Organization, which Bozell Worldwide acquired in 1995 and first rechristened Bozell, now Bozell Kamstra). The agency also may be eyeing acquisitions of West Coast shops, sources said.
Bozell Worldwide officials hope to establish Bozell Kamstra–which reported billings of $75 million for 1997–as a “new brand” within its network, sources said. The move would allow the agency to compete for clients whose competitors are with other agencies under the umbrella of Bozell and its parent True North Communications, sources said. Those agencies include Foote, Cone & Belding and Temerlin McClain.
One such scenario arose this year, when Bozell Worldwide’s Southfield, Mich., office won Little Caesar’s $40 million advertising account and Bozell Kamstra’s Minneapolis office successfully defended its $15 million frozen pizza account of Schwan’s Sales Enterprises, whose brands include Tony’s, Red Baron and Freschetta.
Officials at Bozell Kamstra declined comment on its future plans.