Buffeted Frankel Trims Sails

Frankel has slimmeddown. The Chicago-based promotions shop will position itself as an agency that offers more “cost-effective” services through a structure that eliminates layers of administration and redundancies, its chairman and CEO said.

The agency was restructured in an attempt to streamline its internal operation, in part by combining departments and forming larger, more flexible client groups, said CEO Jim Mack. A second goal was to place greater focus on strategic planning, Mack said.

The changes were largely driven by necessity—Frankel lost its key Frito-Lay business late last year when the client consolidated at Tracy Locke Partnership in Dallas.