DALLAS Brinker International has put its advertising accounts for Macaroni Grill, Maggiano's Little Italy and On the Border up for review, the company said.
Incumbent GSD&M of Austin, Texas, which has completed work on the Macaroni Grill and On the Border brands, will not participate in the review, a shop representative confirmed. GSD&M will continue to represent Brinker's Chili's Grill & Bar business.
"Brands have different needs," said Louis Adams, director of public relations at Brinker. "We felt the best way to utilize GSD&M is to have them focus their resources on our flagship brand Chili's."
The Dallas-based restaurant operator has selected five agencies to compete in the review. The finalists are: Kirshenbaum Bond in San Francisco, Rapp Collins and Euro RSCG of Dallas and Chicago's Downtown Partners and Draft. A decision is expected by October, Adams said.
Brinker spent $21 million on media in 2004 for the Macaroni Grill, Maggiano's and On the Border brands, according to Nielsen Monitor-Plus. The client spent $123 million last year advertising all of its restaurants.
Brinker owns, operates, franchises or is involved in the ownership of more than 1,500 restaurants in 24 countries.