Fitzgerald Wins $10 Mil. Benevolink

ATLANTA Benevolink has assigned its estimated $10 million advertising account to Fitzgerald + Co. following a review, sources said.

The Atlanta Interpublic Group shop prevailed over three crosstown rivals: WPP Group’s J. Walter Thompson, Grey Global’s Grey and independent Match.

The Atlanta client, a micro-investment company, was established last year under the name Lion’s Share. Grey had handled logo and initial strategic development, the agency said.

The startup, which links consumers, corporations and charities together primarily at the retail level, needed an agency that could educate consumers about its products and the category, which is relatively new and possibly confusing, sources said.

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