DALLAS Fogarty Klein Monroe has picked up the public relations account of Kroger Southwest.
The independent Houston agency has handled the client's advertising and promotional duties for more than four years.
Kroger Southwest interviewed a number of local public relations firms after the incumbent, Neumann Roussel, decided to dissolve its business, according to client consumer affairs manager Gary Huddleston.
Huddleston said Fogarty was the top pick because it can offer an "integrated approach," has contacts with both news professionals and those in media sales, and can offer strong long-range planning. "It's more than just sending out press releases," he said. "They can help us with strategic branding of our community and merchandising programs."
Kroger Southwest consists of 214 Kroger grocery stores in Texas and Louisiana.The client spent $12 milion on media last year, according to Nielsen Monitor-Plus.