Black Angus Steakhouse Hires Florida Shop

ATLANTA Marketing Magic has obtained the creative and media buying duties of the Black Angus Steakhouse chain without a review, the shop said.

The Los Altos, Calif.-based chain of 88 restaurants plans to spend between $10 million and $12 million on advertising this year, according to the independent Hollywood, Fla., shop. There was no incumbent.

Marketing Magic plans to develop a television, radio, print, outdoor and direct mail campaign for the company. The first television ads will launch in July, with a second flight of TV in October, said Bob Rose, the shop’s CEO. The campaign will present a new positioning and look for the company.

The restaurant, formerly called Stuart Anderson’s Black Angus Steakhouse, operates in 10 states, with the largest concentration in Los Angeles, where it owns 25 eateries.

The account acquisition is the fifth for the shop since the beginning of the year, adding more than $20 million in billings. Marketing Magic previously added Genesee Valley Center, a 1.5 million square-foot mall in Flint, Mich.; Santa’s World, a theme park that will open Thanksgiving Day in Phoenix; technology company CellAntenna; and Allied Steel to its list of clients this year.