new name, winning attitude

Kaupp/Forté has changed its name to Forté Croston to reflect the partnership between agency founder and president Denise Forté and Bob Croston.

Croston, executive vice president/chief marketing strategist, joined in mid-1999 after a stint with McCann-Erickson, New York, taking the place of departed former partner and agency namesake Dave Kaupp. Forté is the 12-person agency’s majority owner.

The shop has pulled in new business as well, adding eGrad and College Publisher, sister companies of Boston-based Members Connect. The shop is working on print and Web executions for eGrad, which advises college seniors and recent graduates on careers. For College Publisher, the agency will help launch an e-mail “News Alert” service across a network of 135 student-newspaper Web sites.

In addition, Forté Croston has added the New England area business of American Car Care Center, a franchised marketing organization which has 22 regional independent dealers.