Bozell Wins Caterpillar Boots, Levitz

By Hank Kim and Tanya Gazdik

NEW YORK–Bozell Worldwide won two accounts last week. The New York shop was awarded global lead agency status from a division of Wolverine World Wide, an assignment worth $15 million in billings, and the $25 million Levitz Furniture ad account.

Bozell here will handle print and outdoor creative as well as media planning and buying in the U.S. for Wolverine’s Caterpillar Footwear Group, based in Rockford, Mich. The campaign will then be adjusted for global markets with 40 international distributors responsible for placing media locally.

‘It was important that we have someone who could demonstrate an understanding of the global idiosyncrasies of the Caterpillar brand,’ said Christi Cowdin, Caterpillar Footwear Group marketing manager.

Bozell won the account in a review with three other shops, including New York agencies McCann-Erickson and Angotti, Thomas, Hedge, sources said.

‘Our objective is to draw on the Caterpillar brand and appeal globally to the dual targets of lifestyle-oriented buyers and work-boot wearers,’ said Tom Bernardin, Bozell executive vice president and general manager, who led the pitch.

Previously, Caterpillar was a part of the Wolverine Footwear Group, handled by N.W. Ayer & Partners in Chicago. Following significant growth, it was spun off in January as its own division, setting the stage for the agency review.

The Levitz win was secured under the aegis of Bozell Retail in New York. The assignment will involve broadcast creative duties and media planning and buying for the Boca Raton, Fla.-based furniture retailer.

The two other finalists were Foote, Cone & Belding in Chicago and McKinney & Silver in Raleigh, N.C., sources said.

The incumbent, David Cravit & Associates in Chicago, ceased operations recently, forcing the review (Adweek, June 9).–with staff reports

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