Southern Company and Georgia Power today selected two Atlanta agencies, Fitzgerald+CO and 360 Thinc, to handle advertising for the combined accounts, which total between $10-$12 million in annual billings.
The two agencies will jointly work to communicate Southern Companys strategy of aggressively growing its competitive wholesale generation business that serves the eight-state "Super Southeast", its traditional retail business in the Southeast, and its quest to increase energy-related products and service profits by $50 million in the next five years. Georgia Power advertising will continue to focus on its themes of high customer satisfaction and rates 15 percent below the national average.
After an extensive review in which four agencies (including West Wayne and J.Walter Thompson) were each given real assignments, the decision was made to select two agencies to service the accounts. Work will begin with the agencies immediately.
The decision to utilize two agencies allows us to tap into the best thinking and implementation options for our companies, said Lee Birdsong, Southern Companys Advertising and Marketing Communications Manager. 360`s results-oriented marketing experience will help lead our companies into a more marketing-driven discipline and Fitzgeralds utility and brand experience will be key in positioning the companies moving forward.
Fitzgerald+CO will handle brand and media assignments for both accounts and 360 Thinc will be responsible for the marketing of products and services. Increased emphasis is being placed at both Southern Company and Georgia Power on marketing products and services to customers, as part of the comprehensive growth strategy. Both agencies will work together in developing strategy that will bridge the brand and marketing efforts.
The Fitzgerald Companies offer the full range of integrated marketing communications through Fitzgerald+CO (advertising), The Botsford Group (promotion, marketing), and Weber Shandwick Worldwide Public Relations Worldwide. Together, these entities combine the high touch, entrepreneurial zeal of a small agency with the clout and global expertise of the largest communications company in the world as members of The Interpublic Group.
360 is an Atlanta based integrated marketing solutions company whose core services include marketing strategy, graphic design, public relations, media advertising, segmented marketing programs and Olympic/Sports marketing. 360 was recently ranked by Inc. Magazine as one of America`s 150 fastest growing private companies.
Southern Company (NYSE: SO) is a super-regional energy company with more than 32,000 megawatts of electric generating capacity in the Southeast. It is one of the largest producers of electricity in the U.S. Southern Company is the parent firm of Alabama Power, Georgia Power, Gulf Power, Mississippi Power, Savannah Electric, Southern Nuclear, Southern Company Generation and Energy Marketing, Southern Company Energy Solutions, Southern LINC and Southern Telecom. Southern Company brands are synonymous with excellent customer service, high reliability, and prices that are 15 percent below the national average.