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Arvida Seeks 'Secondary' Agency

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Real-estate developer Arvida is conducting a review for its estimated $5 million account.

The Fort Lauderdale., Fla., division of St. Joe Company has issued questionnaires to a dozen shops primarily in the Southeast, according to client marketing director Karen Carol.

Among the a-gencies contacted were WestWayne's Tampa, Fla., office; Sawyer Riley Compton, Atlanta; The Richards Group and Publicis in Mid America, both in Dallas; Lewis Communications, Birmingham, Ala.; Turkel Schwartz & Partners, Miami; Miles Real Estate Development Group, Denver; Peter A. Mayer Advertising, New Orleans; The Godwin Group, Jackson, Miss.; Henderson Advertising, Greenville, S.C.; and InterCommunications, Newport Beach, Calif.

IPG's Austin Kelley Advertising in Atlanta is responsible for Arvida's separate corporate and "primary" homes account, which is not a part of the review, according to the client.

The selected agency will handle creative and media duties for Arvida's "secondary communities," which in-clude beachfront developments Summer Camp, WaterColor, Windmark, WaterSound and the WaterColor Inn, a resort in Fort Walton Beach, Fla.

The client is looking for advertising that will match the attitude of the communities.

"We want to get a feel for how they would approach each property," said Carol. "It's a collaboration of great design thought."

Three finalists will be selected before Labor Day. Creative presentations will be held in September.