OMAHA, NE: ConAgra Foods has hired Michael Fernandez as its new SVP of corporate affairs and chief communications officer, and the company is searching for a PR agency of record as it ramps up marketing efforts for its stable of brands.
Fernandez had been SVP of public affairs at Cigna, and from 1996 to 2000 was VP of public affairs at US West.
Hiring an agency of record is part of ConAgra's efforts to rationalize the use of PR across its brands, Fernandez said. The company has a variety of food brands, many of which had worked with their own outside PR agencies.
"That turned out to be somewhat inefficient," Fernandez said. "We're going to be much more scientific and rigorous about our approach to PR."