TGI Friday's has selected a team led by Publicis to handle creative and media duties on its estimated $90 million advertising account after a review, the restarateur has confirmed.
The Publicis Groupe agency, which pitched with sister shops Digitas in New York and Spark in Chicago, succeeds Interpublic Group's Deutsch/LA in Marina del Rey, Calif., which did not defend.
The other finalists were IPG's The Martin Agency in Richmond, Va., and independents Doner in Southfield, Mich., and Cramer-Krasselt in Chicago.
Joanne Davis Consulting in New York managed the search.
Final presentations took place May 6 and 7 at TGIF headquarters in Carrollton, Texas. Each agency got about two hours to present to a handful of client executives.
Publicis' "strategic thinking and creativity will inspire innovative marketing to fuel new growth for the brand, and their passion and energy clearly support that special 'Thank God It's Friday's' attitude," said Andrew Jordan, svp, marketing at TGI Friday's, a unit of Carlson Restaurants.
"Our job is about igniting all dimensions of the TGI Friday's brand for the long-term," said Publicis N.Y. CEO Joe McCarthy, in a statement. "The time and environment are right to change the current conversation about Friday's."
Deutsch, whose past work for the chain featured Food Network celebrity chef Guy Fieri, had held the account since 2003. Revenue on the business is estimated at $5 million.
Major media spending on the brand totaled $87 million last year (not including online expenditures), down 11 percent from 2007's total of $98 million, according to Nielsen.