BARTOW, FL: The Florida Department of Citrus has retained longtime incumbent agency GolinHarris for its international PR account worth seven figures, following a competitive review involving five firms.
Golin, which has worked on the international account for more than 10 years, submitted the most “comprehensive proposal,” said Mike Yetter, international marketing director at the department. He added that Ketchum was a close second in the review.
The account, which runs for three years and has an annual budget of $2.5 million, is focused on Europe and Canada, said Yetter. Golin has also served as Florida Citrus' agency partner for the US for more than 17 years.
Representatives from the Interpublic Group agency were not immediately available for comment.
Yetter said Golin will work to engage new consumers in Europe and Canada on behalf of the department, which is part of the Florida state government.
“One of the challenges we have in fresh grapefruit in our international markets is that the current [customers] tend to be a little older, so the challenge is to bring in a new and younger audience,” he explained.
The firm will also help with strategic planning, consumer and market research, positioning and message development, consumer marketing, media relations, public affairs, issues management, and community relations, according to RFP documents.