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,
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.