Cramer-Krasselt adds PR to list of Winn-Dixie services

CHICAGO: Integrated agency Cramer-Krasselt has begun handling PR

assignments for Winn-Dixie Stores, the country's sixth-largest

supermarket chain.



Cramer's first PR job is to create the company's annual report.



Winn-Dixie recently picked the agency to handle its dollars 40 million

to dollars 50 million advertising business. Planned PR spending with

Cramer hasn't been finalized. Winn-Dixie still has no PR agency of

record, having always worked with a variety of agencies on various

projects.



Asked about the level of PR work his firm will do for Winn-Dixie, Cramer

CEO Peter Krivkovich said: 'We're just starting to have those

conversations, but there will be PR involved.'



Mickey Clerc, VP of PR at Winn-Dixie, confirmed discussions were

underway with Cramer about PR.



Winn-Dixie last year shut 114 stores and eliminated 11,000 jobs in

response to increasing competition and falling operating margins in its

southern markets.



'We're going through a transition period right now,' said Clerc.



Cramer started its PR operation six years ago and now has 60 PR people

in its Chicago, Milwaukee, Phoenix and Orlando, FL, offices. Its PR fees

reached dollars 10 million last year compared with dollars 9 million in

1999, putting the firm at No. 44 in PRWeek's agency rankings.



Krivkovich said he expects his PR business to grow faster than his ad

work this year. Winning the Winn-Dixie account took nine months, he

added: 'We're driving harder on the PR side than on the advertising side

right now.'



Earlier this year, Cramer's Milwaukee office won the PR business of

engine maker Briggs & Stratton with estimated spending of dollars

750,000 to dollars 1 million annually.



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