Fogarty Lands Sienna

Fogarty Klein & Partners in Houston traded on its real estate track record to secure advertising responsibilities for master-planned community Sienna Plantation.
Susie Mahoney, marketing director for the 10,000-acre development located south of Houston in Missouri City, confirmed the shop’s selection last week. Initial billings are estimated at $1 million.
Mahoney said she had informal discussions with agencies located in Houston and Austin, Texas, but chose Fogarty Klein & Partners without a review because of the shop’s experience in the category.
Bill Penczak, senior vice president and account director at Fogarty Klein & Partners, said his agency will develop a mix of print, outdoor and broadcast ads. Internet site development and database marketing duties are additional components of the assignment.
The agency handled advertising for The Woodlands, an-other Houston-area master-planned community, for several years before recently parting with the client. Goswick, the Hou-ston incumbent agency on the Sienna Plantation account, now represents The Woodlands.
Developers estimate 20,000 homes will be built in Sienna Plantation over the next 20 years. It will rank behind three other Houston-area communities–The Woodlands, Kingwood and Clear Lake City–in terms of total residences. Home prices in Sienna start at about $120,000, according to Mahoney.
Sienna Plantation has attracted 100 buyers since its October opening. Mahoney said Fogarty Klein & Partner’s first assignment will be the development of newspaper ads.