Bonefish Grill has named Blast Radius its lead agency after a review involving three other unnamed candidates. The WPP shop takes over an account that sister agency Young & Rubicam, Chicago had handled since 2009.
The win gives Blast Radius its first restaurant account and is yet another example of a purely digital shop assuming a lead creative role. Bonefish Grill doesn't order TV advertising, so the trend makes more sense than usual in this case.
The chain—which has more than 150 U.S.
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