Milwaukee Agency Shortens Name, Revamps Mission

CHICAGO-Looking for a more compact name to solidify brand recognition, BVK/McDonald is now simply BVK, the agency said.

The Milwaukee shop is the result of a 1995 merger between Birdsall,Voss & Kloppenburg and McDonald Davis & Associates. Its CEO is Michael Voss. Dick McDonald, an agency principal whose name is coming off, remains at the agency and approved the move, Voss said.

“When you merge, you go through a period of a year to 10 years where you try to figure out who you are,” said Gary Moeller, who has taken the title “brand shepherd.” “It takes time to discover what your brand is.”

The agency also reworked its mission statement and now will attempt to create “branding craving” for clients.