OSI’s Bonefish Moves to Y&R

NEW YORK OSI Restaurant Partners has shifted creative duties on its Bonefish Grill advertising account to the Chicago office of Young & Rubicam, the WPP Group agency confirmed today.
MDC Partners’ Cliff Freeman and Partners in New York was the previous agency. Cliff Freeman won the account in September 2007 after a review.
Media duties were not part of the shift. Aegis Group’s Carat in New York handles media duties on several OSI brands, including Outback Steakhouse and Carrabba’s Italian Grill.
Billings were not disclosed. Bonefish’s past major media spending has been relatively modest, ranging from $1.3 million in 2006 to $1.6 million in 2007 and less than $1 million in the first 10 months of 2008, according to Nielsen Monitor-Plus.
Scott Weber, a senior vice president and director of client services at Y&R in Chicago, will manage the account. Ken Erke is the office’s chief creative officer and Kary McIlwain is CEO.
In a statement, Y&R North American CEO Tom Sebok described Bonefish as a “unique, high-quality restaurant brand with aggressive, achievable aspirations for growth.” He added that the new client has an “appreciation for innovative creative methods of engagement and activation that extend well beyond traditional media.”
Y&R’s first work is expected in the spring.
OSI, which is based in Tampa, Fla., could not immediately be reached.
Cliff Freeman’s loss comes three months after the shop lost creative duties on Snapple to Interpublic Group’s Deustch/LA in Marina del Rey, Calif.
In November, Cliff Freeman replaced CEO Jeff McClelland with Clayton Ruebensaal III, a senior account director at Omnicom Group’s BBDO in New York.
Y&R Chicago’s other clients include Sears, Giant Eagle and Hilton Hotels’ Doubletree brand, which it shares with Y&R’s office in Irvine, Calif. The last two clients arrived in the past eight months.