FJC Explores New Turf

Burbank Shop Lands DeGeorge Account
LOS ANGELES–Continuing its diversification efforts, Friedland Jacobs Communications has picked up another piece of business outside the entertainment field.
DeGeorge Home Alliance, a home financing and construction company, has selected the Burbank, Calif., shop to handle creative duties on its estimated $5-7 million account. Previous advertising had been handled in-house and on a project basis by various shops nationwide.
FJC won the account after completing a project for the Cheshire, Conn., client, according to Pat Rogge, the agency’s executive vice president. Four TV spots, which broke late last month in spot markets nationwide and on major cable channels such as Discovery and the Fox Family Channel, feature new DeGeorge spokesman Robert Urich. Media duties are being handled by Media Ink, New York. 3
“We took a very direct and understandable approach so that the consumer understands what the DeGeorge program offers,” Rogge said about the ads that won the shop the business.
Scott Friedland, the agency’s president and chief executive officer, added that FJC tried to highlight “the DeGeorge commitment, and the commitment from the consumer to their new home and new start.”
The agency is currently developing a 30-minute infomercial for its new client, as well as print and collateral work for a repositioning campaign to break this fall.
DeGeorge, which facilitates home ownership for consumers who lack the funds to buy a home through tradition means, is the second nonentertainment win for FJC this year. The shop recently picked up the $3-5 million account of Imall, a Studio City, Calif.-based online shopping service [Adweek, March 9].
FJC doesn’t handle media planning or buying, preferring to “focus on strategy and execution,” said Rogge, who joined FJC last year to broaden the shop’s capabilities in the consumer products area. The nonentertainment wins “fit our concept of diversification,” he added.
Rogge said he would like the agency to pursue theme park business and more Internet-based accounts.
On the entertainment front, FJC recently created new launch campaigns for several TV programs, including The Hollywood Squares, Judge Joe Brown, Judge Judy, The Magic Hour, CBS Evening News and Roseanne.
The shop has also created work for Warner Brothers Domestic Television, Twentieth Century Fox, Columbia TriStar Television and King World, in addition to CBS and ABC.
FJC was founded by Friedland and Ray Jacobs in 1995. Before joining the agency, Rogge previously served as president and chief operating officer of Rogge Effler & Partners, Santa Monica, Calif.