Powell Tate to lead PR effort on VA's dollars 30m SCC account

RICHMOND, VA: After a lengthy, vetting process, the Commonwealth of

Virginia's State Corporation Commission (SCC) has awarded its dollars 30

million Energy Choice Program to a team of agencies led by Atlanta-based

ad agency Fitzgerald + Co. and including Powell Tate. None of the team

members has a presence in the state.



The five-year program will assess the awareness of consumers and

business in the state about restructuring, and develop and implement a

program to explain the competitive marketplace.



As well as Powell Tate, which will lead the PR effort, Interpublic Group

company Fitzgerald's team includes Center for Research and Public

Policy, New Haven, CT and Diversified Data Call Center, Lancaster,

PA.



The SCC issued a call for agencies last fall and 14 firms from around

the country responded. The finalists were narrowed to four teams,

including Burson-Marsteller who teamed with Earle Palmer Brown;

Highpoint Franklin/Noble Steed; and, Carter Riley Thomas.



Proposals were awarded points based on specific criteria: 40% for

experience, qualifications, and capabilities; 30% for creativity; 20%

for references from clients that demonstrated the strategic approach to

the challenges of the project; and 10% for price.



Fitzgerald has handled many utility issues, including deregulation

projects in Ohio and the gas marketing in Georgia. It has already

represented the Tennessee Valley Authority and Atlanta Gas Light.



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