ATLANTA – The Television Bureau of Advertising (TVB), a trade group that lobbies advertisers to promote their products and services via local TV and spot buys, has hired Fitzgerald & Co. to develop an image campaign.
A budget was not disclosed for the creative-only assignment. There was no incumbent agency.
The Atlanta agency bested Grey Entertainment, New York, and Manheim Advertising, Cleveland. TVB vice president of retail marketing Kathy Whitehouse said that client officials were impressed with Fitzgerald’s work and the desire it showed in pursuing the business.
“We realized with this campaign that what was really going to make it work would be strong, compelling creative,” Whitehouse said. “They had the best creative out there . . . Fitzgerald is treating this like a showcase account. I know I’m going to get really good work.”
The agency’s first creative will appear this fall and will be distributed to 400-plus member broadcast stations, which will air the ads gratis. The assignment will also include direct mail and collateral materials.
“They want to merchandise the power of television,” said agency president, chief executive Dave Fitzgerald. “The work will be running on almost every station in the country.”
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