Cryovac To Worldly Fitz

Cryovac, maker of plastic packaging, last week assigned its $8 million global trade account to Fitzgerald & Co. here. It is the agency’s first new client since officially merging with crosstown shop McCann-Erickson last month.
“But for the connection to the Interpublic Group of Cos., we would not have been able to get this business,” said agency president and chief executive officer Dave Fitzgerald. “We were able to tap into resources and offer [Cryovac] things that we would not have been able to by cobbling together a group of agencies around the world.”
Fitzgerald & Co. bested Young & Rubicam in Miami, Publicis/Bloom in Dallas and incumbent Newman, Saylor & Gregory in Columbia, S.C. Although the latter did not make a final pitch, it remained a contender throughout the review, said Andy Brewer, Cryovac’s executive director of global marketing development and services [Adweek, March 2].
Because Cryovac of Duncan, S.C., wants to brand itself globally, Fitz-gerald’s merger with IPG’s McCann was key in choosing the shop.
“It was almost like an agency within an agen-cy,” said Brewer. “[The shop has] the intimacy and entrepreneurship of Fitzgerald, coupled with the global brand experience . . . and infrastructure that McCann brings to the party. It was the best of both worlds.
“Without the merger, I doubt we would be doing business with them today,” he added. A new print campaign is expected this summer.
“In addition to having a terrific brand, there are also going to be a lot of new product introductions,” said Fitzgerald. “We’re very excited about this.”