Draft Acquires KBADraftWorldwide, Chicago, recently announced the acquisition of lifestyle trend agency KBA, Chicago. Terms of the deal were not disclosed.
KBA, which had 1997 billings of $120 million, uses field promotion, special-event production, sponsorship placement and alternative media planning and placement to reach consumers it considers less susceptible to traditional marketing.
DraftWorldwide chairman Howard Draft described KBA's style of marketing as relationship marketing that embraces trend influencers and leads to positive word of mouth.
"By reaching targets in environments of their choosing where they are most open to marketing messages, advertisers can build a communications buzz among target consumers," he said.
KBA is headed by Kevin Berg, president, and Michael Blatter, executive vice president.