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BOSTON WPP Group’s Grey said it has added to its Darden Restaurants business, gaining lead agency status on the company’s LongHorn Steakhouse without a review.
Orlando, Fla.-based Darden acquired the 300-restaurant LongHorn chain’s parent company, Rare Hospitality, late last year. The deal was valued at $1.4 billion.
Ad spending on LongHorn will likely be in the $20 million range, about the same amount the client spent in U.S. media in 2007, per Nielsen Monitor-Plus.
The chain operates mainly in the Eastern, Southern and Midwestern U.S.
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