ANAHEIM, CALIF. – After listening to various strategies for redefining Carl’s Jr. in the fiercely competitive fast-food market, the restaurant chain last week selected three finalists for its $20-million account.
The agencies are L.A.-based Grey (named last month to handle the account until year’s end), Lord, Dentsu & Partners and Mendelsohn/Zien.
‘The common denominator is that they all showed they really wanted the business and they are all very good strategically, bringing insights to the Carl’s business,’ said review consultant Mike Marsak, Effective Marketing Strategies, Marina del Rey, Calif.
Some of the early-round contenders who had compensation meetings with Marsak and Carl’s executives several weeks ago had questioned whether the compensation plan for the account would allow for any profit. Marsak said compensation was not an issue with the finalist agencies.
The final decision in the Carl’s Jr. review, Marsak said, will be based on strategic marketing and creative capabilities.
There had also been some initial concern that Grey’s assignment might lessen the odds of another shop picking up the business. But despite Grey’s relationship with the client, finalist said they have been assured that all shops will be given equal consideration.
Final, creative presentations, for which agencies will be compensated, will take place Dec. 21 and 22.
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