Omnicom Group’s BBDO in Atlanta has won the Florida Department of Citrus account following a review.
The Richards Group, an independent shop in Dallas, was the incumbent for the past five years.
Media spending has been on the rise, totaling $20 million through the first 11 months of last year after hitting $18 million in all of 2008 and $15 million in ’07, per Nielsen.
Ken Keck, FDOC executive director, said in a statement: “We believe that BBDO is poised to help the Florida citrus industry motivate consumer behavior in an era of rapid change. We look forward to the insight and expertise that BBDO will bring to our extended marketing team.”
Fifteen shops initially competed for the assignment, with BBDO overcoming the incumbent and Campbell-Ewald, an IPG agency, in the final round.