Dean Friedman, president and CEO of SFA, announced Thursday that the Bloomfield Hills marketing and communications agency will now be called Real Integrated.

Freidman said the new name reflects more accurately the way the firm now does business with its cadre of creative, strategic, and experienced marketing professionals.

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Said Friedman: “We know that at Real Integrated we have all the skill sets needed for the new world of marketing. As an agency we are ready for whatever comes next.”

In addition to the name change, Friedman has implemented a new management structure to insure successful implementation of the agency’s expanded list of client services. Friedman will be CEO and lead the executive committee. John Ozdych, president and creative director, will head up the consumer division. Bill Eubanks will continue as president of the co-op services group.

Ozdych said he looks at the name change as an opportunity to redefine integrated marketing.

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“More than integrating messages across media channels, we have the ability to integrate messages into people’s lives,” he said. “Real is the new ideal. We design programs that make real, relevant connections for our clients.”

SFA was started in 1954 as an agency that focused on the advertising and promotion of the movie industry. It has evolved since that time to represent clients in the retail, entertainment, tourism, banking, restaurant business, defense industry, insurance industry, and many others.

Real Integrated is a full service marketing and communications firm offering integrated campaigns, digital advertising, broadcast, brand development, Web development, social and mobile media, and media planning.

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