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Agency Rating: 1 1/2

September saw Bozell Worldwide shrink to about half its size and lose its international status as parent company True North Communications shifted clients and offices to sibling agency Foote, Cone & Belding.

After the realignment, North American President Gene Bartley was named Bozell Group CEO and eventually chairman. Bozell Worldwide Chairman Leo-Arthur Kelmenson moved to FCB as chairman. Six months earlier, in March, Bozell CEO David Bell was tapped as True North chairman-CEO. Bozell will not replace Chief Creative Officer Jay Schulberg, who retired at the end of last year.

In addition to the shift of DaimlerChrysler, Jeep and Hilton Hotels to FCB, Bozell lost the $15 million Levitz Furniture Corp. Those losses aside, the group said it added $185 million in net new billings, adding four new clients: Dairy Management, Datek Online, Ikon Office Solutions, and the Lorillard Anti-Youth-Smoking Program.

Bozell's creative output was about average. One of its most dramatic ads was a 60-second Datek spot that shows investors crashing onto the floor of a stock exchange to gain access to tools and information once available only to professionals.

Looking ahead

Bozell Group must prove it can still draw clients without global resources. It will seek further integration following last year's launch of an interactive arm, Sixty Foot Spider. Bozell also will incorporate Stein Rogan & Partners, a New York-based ad agency True North acquired last year. Stein Rogan specializes in marketing for digital brands.

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