Techsonic Industries’ Fast Cast Nets Agency

Fitzgerald Quickly Lands Branding for Fish-Finding Electronics
ATLANTA–Fitzgerald & Co. has a high-tech fish story to tell.
The Atlanta shop last week became agency of record for Techsonic Industries, a maker of electronic fish-finders. Though most anglers are known for their patience, client officials chose a shop for their $3-5 million account in two weeks.
“This is one very focused, organized and directed company,” said Lisa Galanti, agency executive vice president and managing director. “Some prospective clients could take some lessons from these guys.”
“We wanted to make a decision quickly, so once we set up a short list with our priorities, we made a move,” said client brand manager Kimberly Meade. The incumbent, Nelson Graphic Design & Photography in Baxter, Minn., did not pitch.
Meade said Techsonic talked with five agencies, but O2 Ideas in Birmingham, Ala., and Bear Advertising in Westlake Village, Calif., were eliminated when the firm concluded it “made the most sense” to hire a shop near its brand managers’ offices in Alpharetta, Ga. Fitzgerald was left to compete against Atlanta’s Sawyer Riley Compton and Ames Scullin O’Haire.
“Our main reason [for choosing Fitzgerald] was they had the most experience in building brands,” Meade said.
“It was a quick, focused pitch, with no spec creative,” Galanti said. “We asked what didn’t work in their previous relationship and showed what we could do for them.”
Techsonic in Eufaula, Ala, makes four different electronic fish-finders–Humminbird, Fisheye, Cetrek and Zercom Marine–each of which will require a separate campaign.
“You’re basically getting four brands in one shot,” Meade said. “So even though this is a $3-5 million account, it’s actually four smaller accounts.”
New ads will break in January 2000, primarily in print and broadcast. Fitzgerald will also handle media.