Fitzgerald in Ohio Utility Review

Fitzgerald & Co. is up against six Midwestern agencies
for the advertising portion of the Public Utilities Commission of Ohio’s $33 million account.
The impending deregulation of the electric industry has prompted the state to issue a proposal request covering three areas: advertising, public relations and market research.
On Jan. 1, 2001, Ohio consumers will able to choose their electricity supplier. The supplier will generate the power, while residents’ current electric company will distribute it to homes through existing wires.
The $33 million budget covers a $16 million educational ad and public relations campaign, set to launch later this year. Another $17 million will be used during the remainder of the restructuring period. Sources estimate the advertising account is worth $10 million the first year.
Fifteen agencies have been short-listed for all three components of the campaign. There are seven finalists for the ad portion.
Besides Fitzgerald in Atlanta, contenders for the ad account are HMS Partners, SBC Advertising and Lord, Sullivan & Yoder, all in Columbus, Ohio; Northlich Stolley LaWarre, Cincinnati; Wyse Advertising, Cleveland; and Bates USA Midwest, Indianapolis.
“We have utility experience with Tennessee Valley Authority, we’ve got deregulation experience with Atlanta Gas Light,” said Fitzgerald principal Dave Fitzgerald. “This is a consumer education campaign, much like what we [did] for Atlanta Gas Light.”
An agency decision is expected in March.
–with T.W. Sieber

Publish date: January 31, 2000 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT