LLKFB Changes Name to Unit 7

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Omnicom Group Inc.'s LLKFB agency now runs its business under the Unit 7 name. The New York agency offers direct marketing services.

"For far too long we really became enamored of customer relationship marketing, and the emphasis shifted more on the technology and we kind of lost sight of the original premise, which is having a deep understanding of the relationships," said Lita Sands, previously head of Pfizer's relationship marketing group in New York and now Unit 7's chief client services director. "So what we're introducing is a new balance. We believe the relationship is just as important as having a deep understanding of the technology, and we deliver that through a planning process that's grounded in the social and behavioral sciences."

The name Unit 7 is a metaphor originating from a Sam Jones jazz tune, demonstrating that the same collaboration can be found at the agency as exists in the musical genre.

New management at the shop includes executive vice president and chief creative officer Joe Cupani, who was previously at OgilvyOne Worldwide and Wunderman, as well as Mark Klapper, another Wunderman veteran who leads planners, analysts and psychologists as executive vice president of planning and consulting services at Unit 7.

Among other hires, former Della Femina executive Andy Acampora is Unit 7's chief financial officer. Loreen Babcock, a founder of LLKFB, is chairman/CEO. Unit 7 clients include Pfizer, MasterCard, Sanofi-Aventis and Air France.

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