What’s in a Corporate Name? Fitz Knows

ATLANTA A new corporate image campaign for Southern Company launching this week uses gentle humor to unite the utility’s 10 entities.

Two television commercials from Fitzgerald + Co. in Atlanta are airing on spot and cable TV in the Atlanta, Savannah, Ga., and Washington, D.C., markets. The spots will also play during select PGA Tour telecasts across the Southeast.

A print effort will run through summer in regional editions of Time, Newsweek, Fortune, Business Week and The Wall Street Journal.

In one family-oriented spot, a little boy’s simple, “Dad, what do you do?” takes all day to answer because the father is a Southern Company employee, meaning he works for Atlanta Power, Mississippi Power, Gulf Power, Alabama Power, Savannah Link … ” The other commercial utilizes the same structure set in a college career day environment.

“The challenge was how to list 10 company names and do it in a fun, fresh, human way,” said Eddie Snyder, executive creative director at Fitzgerald. “These spots are an example of how you can do it by creating relevance for the viewer.”

Southern Company is headquartered in Atlanta.