A MIX AND MATCH YEAR: BOZELL WORLDWIDE -- AGENCY RATING: 2 STARS

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It was the year that Got Milk? met the mustache. Bozell's ubiquitous "milk mustache" campaign adopted Goodby, Silverstein & Partners' classic tagline, but the resulting print ads came off as a somewhat diminished mix of the best parts of the two.

It's been a mixed year for Bozell: U.S. billings were flat, as its major wins of Little Caesar Enterprises and Bank of America (the latter in conjunction with Temerlin McClain) were offset by the loss of Merrill Lynch & Co. and Borden Foods. Little Caesar's may be something of a mixed blessing; so far, the prevailing notion is that the work isn't up to the standards set by Cliff Freeman & Partners.

The highlight of the Bozell reel is still Jeep, although the agency's work for the relaunch of the Chrysler 300 has been well-received. Once beyond the sheetmetal, however, the work starts to taste more like skim than 2%. On the plus side, the agency kicked off a corporate assignment from merged titan DaimlerChrysler in 1998, a major print effort, and took part in the acquisition orgy by buying Avrett, Free & Ginsburg and McDougall Associates.

LOOKING AHEAD

Brent Bouchez exited M&C Saatchi and took over as creative director of Bozell's New York office. The agency claims to have a handful of new business wins ready

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