Draft Chicago Wins Bosch Unit, State Farm

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Bosch Power Tools appointed Draft Inc.'s Chicago office to handle a new promotion and direct marketing campaign.


The Robert Bosch Tool Corp. unit previously worked with a few undisclosed agencies on a project basis. There was no review, as Draft Chicago cold-called and pitched for the business.


"They've traditionally done more of business-to-business but limited business-to-consumer work," said Christine Bartkowski, account director at Draft Chicago. "We're working with them to create promotions and direct marketing toward consumers. It's to help drive traffic and sales conversion."


Bosch Power Tools are available in hardware chains like The Home Depot, Lowe's, 84 Lumber and smaller stores. Competitors include Black & Decker and Milwaukee Tools.


Draft Chicago, whose Draft Inc. parent is part of Interpublic Group of Companies Inc., will handle creative, strategic planning and production for Bosch. ID Media, an Interpublic-owned direct media services company, is responsible for planning and buying media.


The yearlong campaign breaks in a few months. Bartkowski said the biggest challenge for Bosch is "basically a shift in their advertising toward consumers."


Also, State Farm Insurance Companies named Draft Chicago as direct marketing agency of record for its property and casualty division.


Draft Chicago partnered with multicultural agency GlobalHue to win the account in a review including an undisclosed number of shops. The agencies will collaborate.


The Rojek Consulting Group Inc., Cleveland and New York, conducted State Farm's national DM agency search. State Farm's 17,000 agents and 72,000 employees serve 73 million auto, fire, life and health policies in North America. DDB Chicago will continue as the insurer's ad agency of record.


"We think a multiple agency model to support [State Farm's] national marketing efforts makes sense," Leif Roll, State Farm vice president of marketing, said in a statement.


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