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"Heavy" weights Leo Bozell and Morris Jacobs began their advertising firm in 1921 with what became a world-famous advertisement for the Boys Town orphanage in Omaha. "He ain't heavy, Father," the ad stated, "he' m'brother." The orphanage went on to be the subject of an MGM motion picture, and the firm, Bozell & Jacobs, would go on to become a national heavyweight in the advertising arena. Meanwhile, the Manhattan firm of Kenyon & Eckhardt was steadily racking up the big clients as well, bringing RCA television to the U.S. "in living color." Good for your bones Lorimar Telepictures acquired both rivals in 1986 and combined them as BJK&E. Two years later, however, several key employees teamed-up with management and bought the company back from Lorimar, renaming it Bozell. Bozell became the world's 11th-largest U.S.-based agency, and Bozell Worldwide was its largest operating unit -- serving clients like Chrysler, The New York Times, and Bristol-Myers Squibb. The company's most famous campaign, by far, is the one that put "milk mustaches" on everyone from Florence Griffith Joyner to Billy Ray Cyrus. True North leads the way In 1997, True North Communications, the parent company of rival ad shop Foote Cone & Belding, acquired Bozell and its PR and marketing communications division (Bozell Sawyer Miller Group). Consequently, True North controlled the sixth-largest advertising entity in the world, with more than 11,000 employees in 297 international offices. Bozell's advertising agency was renamed Bozell Worldwide, and Bozell Sawyer Miller Group was renamed BSMG Worldwide. True North has since reduced Bozell's size by 50 percent, and FCB has overtaken all of the agency's international business. Though Bozell Worldwide and FCB essentially act independently, they operate under the same corporate umbrella, so possible client conflicts are a major concern. The issue has already come up several times -- most recently when one of Bozell's offices won a $30 million Little Caesar's account in 1998. This posed a problem because of FCB's existing relationship with Tombstone and DiGiorno Rising Crust frozen pizzas. Luckily, both agencies were able to assure their respective clients that there was no conflict of interest, and neither one pulled their account. Days limited for CKS After the merger, Bozell's interactive division, Poppe Tyson, was combined with FCB's Modem Media to form Modem Media.Poppe Tyson. These two companies were the No. 2 and No. 3 forces in the digital communications industry. The combination sought to bring an end to the reign of the No. 1 in the industry, CKS group. Appeals to both big and small retailers That same year, Bozell Worldwide established Bozell Retail to provide ads and strategy for regional retailers. It was one of the first agencies to create a retail unit, serving clients such as Levitz Furniture and the New Hampshire-based Carpet One. Bozell claimed it offered "a personal approach" to its retail advertising business, and had hopes of big returns as the regional companies went national. In March 1998, the agency re-launched Grant Advertising, one of Hong Kong's oldest advertising companies, which Kenyon & Eckhardt had acquired in 1958. If Grant Advertising succeeds, Bozell plans to expand the agency to other parts of the region as well. Moving into the next century Bozell has continued to grow. In 1999, the company acquired Berenter Greenhouse & Webster, a leading retailer in children's marketing and toys, to expand its own influence in that market. Furthermore, Datek Online, an online brokerage firm, chose the company to represent its first brand campaign, in an $80 million agreement. Bozell also underwent a management restructuring that increased the company's efficiency and allowed it to utilize company talent.
Because so many people want to get into advertising, Bozell does not need to do much recruiting. "If you see that Bozell has landed a new account," says one insider, "that would be great timing for you to get in touch, because new account wins often require hiring additional people." Insiders say Bozell "has a history of hiring interns who are good," and one even suggests "getting yourself noticed with a strategic campaign to the right person. (i.e., the head of the media department or the creative director)." If you are interested in a creative position, do a little research and find out to whom you should direct your portfolio. Insiders also suggest requesting an informational interview -- even if there are no openings. "If you make a good impression, they will remember you when something does come up." Entry-level applicants can submit their resumes to the New York office via either regular mail or fax. Bozell lists specific openings at all of its offices on its recruitment web page. The company offers opportunities in a wide range of creative, financial, and technical fields. Once you've secured an interview, insiders say it's important to "be familiar with the company, their work, and be prepared to talk about your favorite ad campaign." Interviews generally consist of several rounds, and you may need to take a writing test, depending on the job you're applying for.
Hard work brings fun times In general, you'll find Bozell to be "a fun place," though "the hours are long." Official office hours are 8:30 to 5 p.m., but insiders say "most people don't walk out of here at 5, and its not uncommon for people to work through lunch." Employees report working "some pretty intense hours" when they have a big project or they're pitching new business, but say at other times, "it's usually quite manageable." "We work hard but we try to do fun things," one insider adds, noting that the company "spends a lot of money on outings, parties, and picnics," and tries to foster a "collegial" atmosphere. "People even get into friendly bragging contests in the company newsletter and e-mail." Casual for everyone but the bigwigs Office attire varies widely according to department, with "creative folks" wearing just about anything they please, and management in suits. Though in the New York office, insiders say dress down Fridays "seem to have crept earlier into the week lately." This is also the case in other Bozell offices around the country -- in the Omaha outpost for example, "we can wear jeans or shorts to work if we don't have client meetings." Taking the good with the bad As in most advertising agencies, "pay is lousy to start" at Bozell, but employees appreciate "decent vacation time" and half-day Fridays in the summer. Plus, pay gets "competitive" as you move up the ladder. Other perks include "freebie T-shirts, coffee mugs, occasional bottles of champagne you get from the magazine sales reps, and maybe a few parties the magazines throw." Insiders say Bozell is "pretty colorblind," when it comes to women and minorities, and note that "women are increasingly breaking through the glass ceiling in terms of upper management."
Human Resources
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