Fitzgerald, Georgia-Pacific Building Products Split

After 15 years, Fitz-gerald + Co. and Georgia-Pacific Building Products Group have parted company.

“We had a long and mutually fruitful relationship and parted as great friends,” said Dave Fitzgerald, president and chief executive officer of the Atlanta agency.

“There have been so many changes in our business,” said Bob Ramont, director of marketing services for building products at the client. “Fitzgerald was our agency for building products, but with the activity in consumer tissue products, the requirements are now dramatically different.”

Georgia-Pacific recently ac-quired tissue paper manufacturer Fort James Corp. of Deerfield, Ill., and Unisource, a Norcross, Ga.-based distributor of paper products.

“We’ve shifted dramatically towards acquisitions and a strategy that focuses on the end user and consumer and on the marketing of value-added products,” said Ramont. “Marketing has become a much stronger focus all across the corporation.”

The building products account primarily involves business-to-business print advertising in periodicals such as Builder, Architecture and Architectural Record. Recent consumer campaigns were created for the home planning issues of Women’s Day, Good Housekeeping and Better Homes and Gardens.

Limited television advertising aired last year for the client’s home paneling and other building materials, said Russ LeBlanc, vice president and management supervisor at Fitzgerald.

Media spending has varied from year to year, said Ramont.

“It goes from $500,000 to $3.5 million, depending on television and consumer campaigns,” he said.

The account also involves working with the client’s distribution division, which consists of products marketed under G-P brands and private labels carried by lumberyards and retailers.

“We’re looking for the keys to what we are,” said Ramont. “We’re looking for an agency strong in business-to-business here in Atlanta.”

Ramont added that experience in the construction field would be helpful. The client expects to name a new agency in August.

Fallon in Minneapolis is Georgia-Pacific’s lead agency.