Fitzgerald + CO. is in the thick of three ad campaigns, including one for Atlanta based QUIKRETE. The agency developed three television spots promoting QUIKRETE packaged concrete as the easy choice of do-it-yourselfers. “Alien,” a 15-second spot, shows a unique monster from within, while :15 and :30 spots “Baghead” introduce the friendly brand monster. The tag line assures “QUIKRETE. Takes the fear out of working with concrete.” The spots debuted March 6 on ESPN and ESPN2 and HGTV. Future ads will also be aired on Fox Sports and TNN. A print campaign will begin in late spring.

Now on the air is Fitzgerald’s TV ad for ChoicePoint, a business provider. The :30 black & white spot “Halo” follows a variety of business professionals through their day. Halos show viewers who’s been “naughty or nice” and represents the security of ChoicePoint in its client relationships. The spot is now airing on CNN, CNNfn, and CNBC. Those responsible for behind-the-scenes work include Producer Janet Mason, Copywriter Will Chambliss, Senior Copywriter Derrick Ogilvie, Art Director Manny Bautista, Group Creative Director Chris Schlegel, and Account Supervisor Christian Siegenthaler. Editors Michael Matassa and Azita Ayagh edited the commercial at Matassa Editorial with help from Producer Kim Trayers. Sound Engineer Greg Crawford at Crawford Communications worked audio post, with visual effects added by Inferno Artists Alan Newsome and Ben Orisich at Click 3X. Also at Click, Terry Boyer performed on-line editing. Acoustech provided the sound design with the talents of Composers Wayne Dykes and Danny Stern. Colorist Richard Parker, at Electric Transfer in Atlanta, directed the transfer process.

Fitzgerald + CO. is now working on a consumer education campaign for the restructuring of Ohio’s $11 billion electric industry. The campaign will use advertising, market research, and public relations to promote deregulation of the state’s electric industry starting January 1, 2001. The agency was chosen by a six-member deregulation consumer education group and recommended to the Public Utilities Commission of Ohio. Fitzgerald received high marks for its strong media buying experience, creative strategies and work with similar campaigns. Fitzgerald + CO. led Atlanta Gas Light’s consumer education campaign during Georgia’s gas deregulation.