Brand MarketingGrey’s ‘River’ Runs Through the SouthBy Jim Lovel |August 4, 2005ShareBy Jim Lovel |August 4, 2005ShareATLANTA Southern Company has launched a new television and print campaign as part of an effort to raise its profile throughout its service area in the Southeast.The work was created and produced by WPP Group’s Grey in Atlanta and darkGrey in New York. Grey has held the Southern Company account since 2001.The 60- and 30-second TV spots are running on CNBC, CNN, Fox News and MSNBC through the end of the year. Four different print ads, in full-page and spread formats, are running in regional versions of BusinessWeek, Fortune, National Geographic and The Wall Street Journal.Grey said “The River” campaign is designed to remind people how pervasive the Southern Company is in their lives. The firm, through its subsidiaries, provides electrical service to more than 4 million people in Georgia, Alabama, Mississippi and Florida.“The new campaign brings for the first time an emotional connection for the company with business leaders, customers and investors,” said Mark Goldman, president of Grey’s Atlanta office. “We use the metaphor of a river to communicate Southern Company’s integral role in our daily lives.”Campaign spending is undisclosed. Adweek Adweek