IQ TV Breaks Into Political Arena

IQ Television Group has been called in to fine-tune television and radio advertising in a closely fought mayoral race here.

The Atlanta shop will launch a dozen 30-second television spots and as many as 24 radio commercials supporting city councilman Rob Pitts’ bid to succeed Bill Campbell as mayor.

Pitts and former city administrator Shirley Franklin are said to be running neck and neck just two weeks before the election.

“Originally, we were asked to conceive, write and produce radio spots,” said IQ president Tony Quin. “We took a look at what television had been done, made some suggestions and wound up re-editing, adding new graphics, voiceovers and some other things.”

Pitts’ campaign manager, Daphne Bryson, decided to award the campaign business, which had been handled by another Atlanta agency, to IQ, Quin said.

The shop, founded in 1995, typically focuses on producing TV, direct mail and interactive ad-vertising for a client base of some 150 radio stations across the country.

“We’re an ad agency and a production company rolled into one,” said Quin. “This is our first attempt at political advertising.”

IQ’s work for Pitts, who served 24 years on the Atlanta City Council, emphasizes his leadership ability and experience. Among the target audience is the city’s predominately white North Side, which traditionally has been a deciding factor in close electoral races.