Florida Utility Reduces Agency Contenders

ATLANTA Florida Power & Light Co. has narrowed its search for a shop to handle the creative portion of its advertising to between four and six agencies, the company confirmed.

The company declined to identify the shops. The incumbent, Beber Silverstein, was invited to defend the account, but an FPL representative declined to say if the shop participated. The principals at the independent Miami shop could not be reached for comment. Beber Silverstein has held the account for more than a decade and will retain media buying duties for the next year.

The Florida utility spends between $8 million and $10 million annually on advertising, mostly in print and broadcast, according to Mayco Villafana, an FPL spokesman.

FPL, which provides electricity to more than half of the state’s residents, sent out 15 requests for proposals that were due Dec. 27. The finalists were selected last week. Those agencies will make presentations at the company’s Juno Beach, Fla., headquarters in mid-February, and the company plans to make a final decision by the end of February, the rep said.