Steakhouses Select Dallas Media Shop

DALLAS Rare Hospitality has awarded its $15 million media account to independent Camelot Communications, the client confirmed.

Sources said the Dallas shop contended for the business against co-finalist Publicis Groupe’s Optimedia in New York. Interpublic Group’s Initiative in Atlanta, the incumbent, and Kelly, Scott and Madison in Chicago were eliminated in an earlier round, sources said.

Scharbo & Co., the client’s creative agency in Atlanta, coordinated the review for the client, which was formerly known as LongHorn Steaks. The Atlanta-based client operates 224 restaurants under The Capital Grille, LongHorn Steakhouse and Bugaboo Creek Steak House banners.