L.A. Trio Makes Final Cut In Carl's Jr. Account Review

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.