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Latitude, a division of The Richards Group, has gained the estimated $3 million promotions account of Bennigan’s Irish American Grill & Tavern.
The move represents an account consolidation for Bennigan’s at Richards, which was hired early last year to handle the client’s brand advertising.
Marc/USA in Dallas most recently handled the restaurant chain’s promotions.
Bennigan’s total advertising and promotions budget is about $10 million, according to the client.
Latitude’s relationship with Bennigan’s began in late 1999.
“We got a call from [Bennigan’s senior vice president of marketing] John Beck … looking for some help on a problem store situation,” said Latitude managing principal Stuart Hayashi.
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