AFG& advertising & marketing assignments

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AFG - officially Avrett Free Ginsberg - is an independently branded full service advertising agency based in New York, but now with a presence in Europe to service key client Nestle Purina. It has handled Purina's business for more than 50 years since the early 1970s. AFG is owned by Interpublic, and aligned with McCann Worldgroup, which also provides representaion in London and other international markets. The agency was originally founded in 1971 as Project Group International by Jack Avrett, previously the president of McCann's subsidiary agency Marschalk. He was later joined by Marcella Free, who had been the first ever creative director at former industry giant NW Ayer, and Keith Fischer, at which point PGI became Avrett Free & Fischer. It finally became Avrett Free & Ginsberg in 1982 when creative director Frank Ginsberg joined the masthead following Free's retirement. In 1991, the agency made industry headlines - not all positive - when it controversially agreed to halve its commission rate from 10% to 5% to win the account of ailing airline TWA. Jack Avrett died in 1997, and a year later the agency was acquired by what was then Bozell Worldwide. Following Interpublic's purchase of Bozell as part of True North, Avrett was realigned with McCann. Already well-established on Nestle Purina's US petfood business, the newly rebranded AFG& was also awarded the account across Europe in 2012, and set about opening a network of creative hubs and service offices based in local offices of McCann. Frank Ginsberg remains chairman & CEO, with Dawn Terrazas as group managing director. Advertising Age estimated revenues of $11m in 2019.

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Capsule checked 9th June 2020

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