EPA Energizes 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 agency for the U.S. Environmental Protection Agen-cy’s Energy Star account. The Danvers, Mass., agency pitched the business, valued at $6-7 million a year for the next five years, with lead contractor 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 Bozell Kamstra general manager Dan McDougall.

The account, which will be led by senior manager Jeffrey Drake, is expected to include TV, radio and print advertising, as well as direct mail. “Anytime a national account is brought into New England, it’s a good story,” said Drake. “It’s particularly good for us, since we’re not in the middle of downtown Boston.”

Cadmus and Bo-zell Kamstra take over from Washington, D.C.-based environmental and energy consultancy ICF, which handled the account in tandem with DDB Dallas for the past four years. The incumbents defended the account, for which a periodic review is mandated. Earle Palmer Brown, Bethesda, Md., and Image Media Services, 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 Re-search, Project Performance Corp., GDS Associates, and several consultants.

“Our challenge is to bring Energy Star into a strong branding framework,” said Cadmus vice president Ed Miller. “It’s currently viewed as a symbol of energy efficiency, but we want to get the 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 NEEP for the past three years, with the agency’s work featuring a little girl named Suzy and her mom. That regional piece of business is also coming up for review, and Bozell Kamstra will defend the account, Drake said.