EnergyBBDO: Agency Profile (excerpt)
By Tiffany Meyers, May/June 2010 Illustration Annual 51

EnergyBBDO in Communication ArtsDuring the early 2000’s, the advertising community thought it was hilarious to refer to Energy BBDO, the Chicago branch of Omnicom-owned BBDO Worldwide, as Wrigley’s in-house agency. It’s not that a massive account like Wrigley was anything to sneeze at. It’s that, had the agency been called to defend itself on a playground, it wouldn’t have had much else to brag about.

And what could the “in-house” thing have been if not a schoolyard taunt? So in 2004, the agency got its New York on. From Merkley Newman Harty, Marty Orzio took the helm as Energy BBDO’s Chief Creative Officer. And until his 2008 departure, he accumulated new business wins like Jim Beam, Dial, U.S. News & World Report and The White Sox.

“It’s not easy to shift perceptions,” says Tonise Paul, Chief Executive Officer. “But we didn’t put a lot of energy into that. We just kept our eye on the ball. And suddenly, we’re winning awards across categories.”

The full story of EnergyBBDO’s turnaround, which appears in Communication Arts’ May/June 2010 issue, is available to subscribers only. Please visit the magazine’s website for more information.

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