Little Rock’s Cranford Johnson Is Best of Bunch for Florafax

Cranford Johnson Robinson Woods in Little Rock, Ark., has picked up national assignments for floral wire-service firm Florafax of Vero Beach, Fla.
The publicly traded company chose CJRW after a review that pitted the agency against undisclosed Florida and Texas shops.
Initial duties will revolve around trade advertising, direct mail and public relations activities.
Although billings will start at less than $1 million in the first year, the account will surge as the company proceeds with growth plans, according to Brenda Scisson, agency executive vice president and director of public relations.
Florafax International, through its subsidiary The Flower Club, offers floral order placement services to almost 5,000 retail florists nationwide. It is also a third-party processor of credit cards for florists through another division, Credit Card Management Services.
The client has reported net revenues of $9 million (up 10 percent) during the fiscal year, with income advancing to $2.5 million.
In a statement, Florafax president Jim West cited Cranford Johnson Robinson Woods’ “full-service communications strengths” and solid presentation as factors in the agency decision.
The new business win is the third in five months for the agency, preceded by the $4 million-plus Carolina Power & Light account acquisition in May and the advertising and public relations duties for Houston casket company York Group in March.