Energy Star Leaves DDB Orbit for Bozell Kamstra

After developing several successful campaigns for the Northeast Energy Efficiency Partnership, Bozell Kamstra is preparing to tout energy-efficient appliances on a national scale.

Bozell Kamstra will serve as the lead advertising shop for the Environmental Protection Agency’s Energy Star account. The Danvers, Mass., agency pitched the business, valued at $6-7 million annually for the next five years, with lead contractor The Cadmus Group, an energy and environmental consulting firm based in Waltham, Mass., earlier this summer.

“This demonstrates Bozell Kamstra’s ability to compete against other agencies on a national level,” said BK general manager Dan McDoug-all. The account, which will be led by senior manager Jeffrey Drake, is expected to include television, radio and print ads, as well as direct mail.

Cadmus and Bozell Kamstra take over for Washington, D.C.-based environmental and energy consultancy ICF, which has handled the account in tandem with DDB Dallas for the past four years. The two agencies defended the account, which is mandated for periodic review. Earle Palmer Brown in Bethesda, Md., and Image Media Services in McLean, Va., also competed.

In addition to Bozell Kamstra, Cadmus will work with a team of subcontractors including Hill & Knowlton, Opinion Dynamics Corp., D&R International, Harris Design, Regional Economic Research, Project Performance Corp., GDS Associates and several consultants.

“Our challenge is to bring Energy Star into a strong branding framework,” said Cadmus vicepresident Ed Miller. “It’s currently viewed as a symbol of energyefficiency, but we want to getthe brand out there as something that adds value to consumers.”

Past broadcast efforts by DDB featured outdoor settings and voiceovers by actor William Baldwin, informing consumers how products with the Energy Star label help preserve the environment.

Bozell Kamstra and Cadmus have worked with the Northeast Energy Efficiency Partnership for the past three years. The regional piece of business is also coming up for review, and Bozell Kamstra will participate, said Drake.