Atlanta Agency BBDO Atlanta Picked by Orange Growers

Just when I started to think that close really did only count in Horseshoes, BBDO Atlanta comes up with a telling win for the times. After going through a comprehensive six-month agency review to ensure Florida citrus growers have the most qualified advertising agency, the Florida Department Of Citrus's choice was BBDO Atlanta over incumbent The Richards Group, Dallas Texas; and Cambell Ewald, Warren, MI. Congratulations to all at BBDO Atlanta. You are clearly the best for the job, but I have to state the odd circumstances surrounding the win.

BBDO was not the top choice with four of the seven judges. Richards was the top-rated firm by four of the seven members of the Citrus Commission's selection committee, but BBDO got the most points because it was the clear second on five ballots and No. 1 on two ballots. In the day of procurement processes designed to buy fax machines, this is an excellent example of how the once subjective process of hiring an agency has become a watered down math equation. The more accounts are won by the number, the more agencies will work for the numbers alone and take out the risk and reward associated by winning though old fashioned innovation and new ideas. With that said, BBDO is clearly the most innovative of the three pitching the account.

Congratulations to BBDO and the Atlanta Advertising Community. Let's go bring some more accounts like this back to Atlanta.