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Last month Bozell Worldwide's Costa Mesa office dropped the Salvati Montgomery Sakoda name from its official moniker. Now Taco Bell is dropping Bozell from its $100 million-plus account.
Although this has been the rumor du jour for months, it was made official in one of those press releases that need a translator. I'm honored to serve in that capacity.
"Bozell Worldwide has been Taco Bell's lead agency of record since mid-1994," said Taco Bell senior vice president Peter Waller. "During that time, they have done some very good work."
Translation: They've also done some very bad work.
"However, given today's highly competitive quick-service environment, we believe it is important to explore every option in order to build sales and transactions."
Translation: Business sucks.
Taco Bell has asked several ad agencies to "develop creative ideas which could lead to a potential future relationship with our company."
Translation: Ah, what the hell, let's fire the agency.
This isn't exactly an old story. Fast food clients change ad agencies faster than Larry King changes wives. But this one has been rumored for so long that it kind of seems like an old story, doesn't it?
Does this move have any connection to last month's announcement that...