Havertys Ads in Works at Fitzgerald

DALLAS Fitzgerald + Co. will break its first campaign for Havertys Furniture in September, said agency president and CEO Dave Fitzgerald.

Fitzgerald won the account this month after a review. Previously, Havertys had created its advertising in-house, and the Atlanta agency is the client’s first full-time ad shop, Fitzgerald said.

The client spent more than $40 million in measured media last year, per Nielsen Monitor-Plus.

Founded in 1885, Atlanta-based Havertys has 120 stores across 17 states in the South and Midwest.

The new campaign will include television, radio, print and outdoor work. Fitzgerald will develop creative and plan and buy media.

“After a thorough search of the top agencies in the country, Fitzgerald emerged as the best fit,” said Clarence H. Smith, Havertys president and CEO. “Their creative firepower is impressive and they have a strong track record of building great American brands.”

The other finalists in the review were not disclosed. Havertys conducted the search without a consultant.

Fitzgerald said his agency’s work for Coca-Cola, Quikrete and Black & Decker have honed the shop’s skills in brand building.

“Finding that sweet spot requires a cohesive effort among creative, brand development and media,” he said.