CHICAGO: Integrated agency Cramer-Krasselt has begun handling PR
assignments for Winn-Dixie Stores, the country's sixth-largest
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
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
'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
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.