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Jonathan Bell is CEO of That GenZ Agency, which recently rebranded from Bells Marketing Consultant.
SBJ File
Jonathan Bell is CEO of That GenZ Agency, which recently rebranded from Bells Marketing Consultant.

Springfield marketing firm rebrands

Posted online

A 4-year-old Springfield marketing firm that was started when its owner was still in high school has rebranded.

Formerly Bells Marketing Consultant LLC, CEO Jonathan Bell said his venture is now That GenZ Agency Inc. The name change was formally made Oct. 1, Bell said, noting he also altered the business structure to an S-corporation from an LLC.

An S-corporation is a business structure that is permitted under IRS tax code for companies to pass its taxable income, credits, deductions and losses to shareholders and thus avoid double taxation on corporate income, according to Investopedia.

“I decided to handle the S-corp status due to cost savings with taxes,” Bell said via email, adding he currently has no shareholders. “The more we grow, the more infrastructure is established for future stakeholders within the company.”

Bell said he began considering the company name change last year. All expenses associated with the rebranding effort were handled in-house, he said, declining to disclose the cost.

“To be honest, the term ‘Bells Marketing’ wasn’t really working out for me anymore,” he said. “The name didn’t feel purposeful.”

Through his marketing firm work, Bell said he recognized companies – both in the Ozarks and nationally – struggle to understand Generation Z, of which he is a member. His firm offers growth marketing services to attract Gen Z on social media. It also has a consulting division that educates clients and advises them on engaging Gen Z in the workforce and marketing efforts, according to its website.

That GenZ Agency continues to maintain its office downtown in coworking space at Missouri State University’s Efactory, Bell said. The firm has a seven-person staff, including three full-time employees, he said, adding the company plans to hire interns by either late this year or early 2025.

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