Southern Company and Georgia Power Name Ad Agencies

Apr 04, 2001, 01:00 ET from Southern Company

    ATLANTA, April 4 /PRNewswire/ -- Southern Company (NYSE:   SO) and Georgia
 Power today selected two Atlanta agencies, Fitzgerald+CO and 360 Thinc, to
 handle advertising for the combined accounts, which total between
 $10-$12 million in annual billings.
     The two agencies will jointly work to communicate Southern Company's
 strategy of aggressively growing its competitive wholesale generation business
 that serves the eight-state "Super Southeast", its traditional retail business
 in the Southeast, and it's quest to increase energy-related products and
 service profits by $50 million in the next five years.  Georgia Power
 advertising will continue to focus on its themes of high customer satisfaction
 and rates 15 percent below the national average.
     After an extensive review in which four agencies (including West Wayne and
 J.Walter Thompson) were each given real assignments, the decision was made to
 select two agencies to service the accounts.  Work will begin with the
 agencies immediately.
     "The decision to utilize two agencies allows us to tap into the best
 thinking and implementation options for our companies," said Lee Birdsong,
 Southern Company's Advertising and Marketing Communications Manager.  "360's
 results-oriented marketing experience will help lead our companies into a more
 marketing-driven discipline and Fitzgerald's utility and brand experience will
 be key in positioning the companies' moving forward."
     Fitzgerald+CO will handle brand and media assignments for both accounts
 and 360 Thinc will be responsible for the marketing of products and services.
 Increased emphasis is being placed at both Southern Company and Georgia Power
 on marketing products and services to customers, as part of the comprehensive
 growth strategy.  Both agencies will work together in developing strategy that
 will bridge the brand and marketing efforts.
     The Fitzgerald Companies offer the full range of integrated marketing
 communications through Fitzgerald+CO (advertising), The Botsford Group
 (promotion, marketing), and Weber Shandwick Worldwide Public Relations
 Worldwide.  Together, these entities combine the high touch, entrepreneurial
 zeal of a small agency with the clout and global expertise of the largest
 communications company in the world as members of The Interpublic Group.
     360 is an Atlanta based integrated marketing solutions company whose core
 services include marketing strategy, graphic design, public relations, media
 advertising, segmented marketing programs and Olympic/Sports marketing.  360
 was recently ranked by Inc. Magazine as one of America's 150 fastest growing
 private companies.
     Southern Company is a super-regional energy company with more than 32,000
 megawatts of electric generating capacity in the Southeast.  It is one of the
 largest producers of electricity in the U.S.  Southern Company is the parent
 firm of Alabama Power, Georgia Power, Gulf Power, Mississippi Power, Savannah
 Electric, Southern Nuclear, Southern Company Generation and Energy Marketing,
 Southern Company Energy Solutions, Southern LINC and Southern Telecom.
 Southern Company brands are synonymous with excellent customer service, high
 reliability, and prices that are 15 percent below the national average.
 
 

SOURCE Southern Company
    ATLANTA, April 4 /PRNewswire/ -- Southern Company (NYSE:   SO) and Georgia
 Power today selected two Atlanta agencies, Fitzgerald+CO and 360 Thinc, to
 handle advertising for the combined accounts, which total between
 $10-$12 million in annual billings.
     The two agencies will jointly work to communicate Southern Company's
 strategy of aggressively growing its competitive wholesale generation business
 that serves the eight-state "Super Southeast", its traditional retail business
 in the Southeast, and it's quest to increase energy-related products and
 service profits by $50 million in the next five years.  Georgia Power
 advertising will continue to focus on its themes of high customer satisfaction
 and rates 15 percent below the national average.
     After an extensive review in which four agencies (including West Wayne and
 J.Walter Thompson) were each given real assignments, the decision was made to
 select two agencies to service the accounts.  Work will begin with the
 agencies immediately.
     "The decision to utilize two agencies allows us to tap into the best
 thinking and implementation options for our companies," said Lee Birdsong,
 Southern Company's Advertising and Marketing Communications Manager.  "360's
 results-oriented marketing experience will help lead our companies into a more
 marketing-driven discipline and Fitzgerald's utility and brand experience will
 be key in positioning the companies' moving forward."
     Fitzgerald+CO will handle brand and media assignments for both accounts
 and 360 Thinc will be responsible for the marketing of products and services.
 Increased emphasis is being placed at both Southern Company and Georgia Power
 on marketing products and services to customers, as part of the comprehensive
 growth strategy.  Both agencies will work together in developing strategy that
 will bridge the brand and marketing efforts.
     The Fitzgerald Companies offer the full range of integrated marketing
 communications through Fitzgerald+CO (advertising), The Botsford Group
 (promotion, marketing), and Weber Shandwick Worldwide Public Relations
 Worldwide.  Together, these entities combine the high touch, entrepreneurial
 zeal of a small agency with the clout and global expertise of the largest
 communications company in the world as members of The Interpublic Group.
     360 is an Atlanta based integrated marketing solutions company whose core
 services include marketing strategy, graphic design, public relations, media
 advertising, segmented marketing programs and Olympic/Sports marketing.  360
 was recently ranked by Inc. Magazine as one of America's 150 fastest growing
 private companies.
     Southern Company is a super-regional energy company with more than 32,000
 megawatts of electric generating capacity in the Southeast.  It is one of the
 largest producers of electricity in the U.S.  Southern Company is the parent
 firm of Alabama Power, Georgia Power, Gulf Power, Mississippi Power, Savannah
 Electric, Southern Nuclear, Southern Company Generation and Energy Marketing,
 Southern Company Energy Solutions, Southern LINC and Southern Telecom.
 Southern Company brands are synonymous with excellent customer service, high
 reliability, and prices that are 15 percent below the national average.
 
 SOURCE  Southern Company