Florida Citrus Comes Calling




2 Site Visits Will Replace Pitch Formalities
ATLANTA–The fresh business unit of the Florida Department of Citrus has decided on two finalists in its mandated advertising account re-view, according to sources.
The agencies in contention are 12-year incumbent Fry/Hammond/Barr in Orlando, Fla., and Courtney & Watson of Miami.
The current budget is $10 million.
The account is separate from the work done by The Richards Group in Dallas. That agency is responsible for the overall branding portion of the client’s advertising.
The account went into review last month. Sources said approximately 30 agencies responded to the request for proposal. That field was soon cut to four contenders. Late last week it was trimmed to two shops.
Apparently, there will be no formal presentation phase leading up to the final round. Instead, client officials will visit each agency for a basic credentials presentation.
“They’ll evaluate [the two shops] and make a determination based on the site visits,” said Jeff Sternberg, executive accounts director with the incumbent agency.
Creative work on the account includes advertising for the client’s fresh citrus fruits, grapefruit juice and specialty products.
Recently, Fry/Hammond/Barr has been promoting the client’s products in tandem with the American Heart Association, using the tagline, “Do it for your heart.” “[The client] has had a lot of success with that,” Sternberg said.
Officials with the Florida Department of Citrus in Lakeland could not be reached for comment last week at press time.