Sink or swim. Make or break. Do or die. Pick your idiom.
They all meant the same thing for marketers at the beginning of
2020.
For Bozell—a storied agency responsible for iconic
marketing and advertising campaigns like “milk mustache” and “The
Greatest Show on Dirt” for the NCAA Men’s College World Series—
there was no choice but to swim, and swim like crazy. In the midst
of a devastating global pandemic, Bozell, like so many businesses
during the COVID outbreak, had to adapt to stay afloat in a new era
and change the way it had done business for the past
century.
The new challenges meant a new focus for many
businesses, whether they needed to suddenly create more demand, or
nourish more loyalty as supply chains made fulfilling customer
orders difficult. Some companies had to completely reimagine their
business models.
Over the past three years, Bozell has not
only adapted to its clients’ needs, but thrived by reinventing
traditional marketing and advertising cost structures and ushering
in a new era of innovation and value for its clients. Bozell’s
Membership Model represents a seismic shift in the industry – it
provides not just services, but a comprehensive blueprint for
success and a significantly amplified return on investment for
businesses that engage with the Midwest-rooted agency.
Our clients look to us as a partner, rather
than a vendor – we are truly an extension of their marketing teams,
and we share the same financial motivations. – Jackie
Miller, Co-owner of Bozell
To be clear, Bozell’s Membership Model is not a
subscription-based service or a retainer model, which
both depend on hours required and the scope of the project to
produce work. Regardless of real-time market indicators, you are
still paying for the hours needed to complete a specific job.
However, Bozell offers a true membership, and as the classic
American Express ad goes, “Membership has its
privileges.”
“This is a massive departure from the conventional
agency-client relationship,” Miller said. “As our membership model
has evolved over the past three years, we have moved beyond
billable hours to a more dynamic approach where ideas are valued
over time spent.”
When a client becomes a member, they gain access
to Bozell’s versatile team of creators (graphic artists, animators,
copywriters, creative director), social media strategists, public
relations experts, media planners and more, all of which are
equipped to tackle any challenge, big or small, at one flat
rate.
“It’s an approach that has transformed Bozell from
an agency of record to an agency of value,” Miller said. “And it’s
forged deeper connections between our clients and their customers,
which allows our clients to stay ON brand and ON
customer.”
Not all of Bozell’s clients join with full
membership – some only need one service, such as social media
support or a public relations partner, or perhaps a one-off
creative campaign.
"We like to think of ourselves as the Swiss Army
knife of the marketing and advertising world," added Miller.
"Whether you need a magnifying glass or a set of tweezers, or every
tool available, we think our Membership Model is a smart choice for
a smart world."
Among the benefits of Bozell's Membership
Model:
- Bozell 360
Listening™: A comprehensive approach to understanding
clients' needs and market dynamics. When you buy by the idea and
not the hour, you want the ideas to be well researched.
- Full-service
team: From creative direction to PR, social media, content
creation and beyond, Bozell offers a complete suite of services
under one roof.
- Proof of
concept: Beta testing initiated in late-2020 has seen a
remarkable transformation, with the majority of Bozell's clients
now transitioned to the Membership Model.
All the pieces for a modern marketing and
advertising agency have come together over the past three years to
create what Bozell’s clients are calling a
“game-changer.”
"It’s empowered the team to more strategically
approach marketing and advertising,” says Tracy Malingo, chief
operating officer at Siprocal, a Miami-based, cross-device
growth and monetization platform, delivering access to premium
audiences and communities across the Americas.
“As an emerging company, serving a dynamic market,
it is critical that we no longer waste time sifting through scopes
of work for every single project that we have pop up – big or
small. Our membership means we can pivot on a dime and have instant
access to a wide variety of assets, which makes the collaborative
process so much easier.”
Meanwhile, Javier Camacho, marketing and
communications director at the Platte River Power Authority in Fort
Collins, Colorado, says, “We needed to quickly develop a brand
awareness campaign that commemorated our utility’s 50th anniversary
... Platte River’s first-ever external brand awareness campaign in
its five decade-long history.
“Bozell’s innovative approach to working and
collaborating with their clients allowed us to establish
a partnership and turn around a wholistic brand-awareness
campaign. This inaugural campaign received more than 11.8
million impressions and 45,000 clicks driving users to a campaign
website Bozell helped develop.”
Ultimately, Bozell's Membership Model represents
not just a shift in strategy but a reimagining of what's possible
in the marketing and advertising arena in 2024. As businesses
navigate an increasingly complex landscape, full of new hurdles
like AI and cookieless tracking, Bozell stands ready to guide them
toward success with its innovative, value-driven Membership Model
approach.
ABOUT BOZELL About Bozell: Founded in
1921, Bozell is an Omaha-based, full-service, WBENC-certified
marketing and communications agency. Knowledge, drive and a
relentless appetite for new challenges define Bozell and its
people, who are the agency’s biggest asset. Bozell creates
strategic, omnichannel campaigns that generate serious results for
its clients, and after 100 years in business, Bozell continues to
empower those who aspire to change the world.
Jim Minge
Bozell
402-740-8188
jminge@bozell.com