Fitzgerald to Direct ChoicePoint at Public

ATLANTA Fitzgerald + Co. said it will work with ChoicePoint to develop consumer-related products.

Atlanta-based ChoicePoint provides risk management and fraud prevention information through a database of approximately 17 billion public records, including its National Criminal File of about 90 million records of felony convictions.

The Interpublic Group shop, also in Atlanta, contended against a handful of local contenders for the assignment, the client said. Billings are not disclosed.

ChoicePoint representative Chuck Jones said the company wants to see if services and technologies it already provides to large companies, such as employee and applicant screening, have consumer applications.

Agency president and CEO Dave Fitzgerald said the shop would determine the appeal for such products and position them for the general marketplace.

Jones said ChoicePoint has been working to develop products in the areas of identity fraud and theft. One such existing product, ChoiceTrust, allows consumers to check on the backgrounds of contractors, care givers and nannies. “It’s extremely critical today to know the person you’re working with is the person he claims to be,” Jones said.

The public can also expect products that will give them more control over what information is available about them. “In recent years, consumers have become more interested in managing information about themselves,” said Jones.

ChoicePoint is a spin-off of Atlanta-based Equifax. Expanding through acquisition, the firm has bought more than 30 companies since 1997. Its most recent purchase is Applicant Screening and Processing, an Orlando, Fla., tenant-screening firm earlier this month.