Hardee's Food Systems has narrowed the list of contenders for the creative portion of its estimated $80 million account to 15 agencies across the country from more than 50 shops, confirmed the consultant overseeing the review.
Agencies making the cut include Team One Advertising in El Segundo, Calif.; Angotti, Thomas, Hedge and Publicis/Bloom in New York; McKinney & Silver in Raleigh, N.C.; WestWayne in Atlanta and Tampa, Fla.; and Temerlin McClain in Irving, Texas, plus nine undisclosed shops. J. Walter Thompson, New York, and The Martin Agency, Richmond, Va., were involved in the review's early stages but declined to advance to the second round, said sources. Dailey & Associates here is also a possible contender. Executives at the various agencies declined to comment.
Strategics, a consultancy here, is handling the review, which began in October. Jim Bishoff, partner at the consultancy, declined to identify the contenders, noting that several shops have client conflicts.
The 15 shops are now meeting with executives of the Rocky Mount, N.C.-based client, according to Ian Cesa, also a partner at Strategics. After those meetings, the contenders will be cut to eight by Dec. 15. Those agencies will complete a strategic project, after which the list will be reduced to four shops. The four finalists will each be given a creative assignment.
Hardee's, which was bought by CKE Enterprises of Anaheim, Calif., earlier this year, is expected to pick a winner by February.
"The agencies had to possess relatively large category experience during the first round," said Cesa. "Now that is much less important. Now it's how they think about building this business, independent of their experience."
Hardee's creative account was handled by The Pearlstein Group here. It moved temporarily to Team One in October when TPG founder Leonard Pearlstein was named co-chairman and CEO of that shop and TPG was disbanded.--with staff reports