Following a review, Tampa-based seafood-focused restaurant chain Bonefish Grill has shifted its creative duties from one WPP agency to another as Blast Radius has taken over for Y&R Midwest as the brand’s new creative AOR. Blast, the global digital agency housed within WPP’s Wunderman Network, will now handle advertising, in-restaurant, digital and social for Bonefish, which currently has 189 restaurants operating in 32 states.
Blast Radius New York GM Darryl Braunmiller is obviously excited about the appointment as he states, “We’re extremely pleased to have the opportunity to work with Bonefish Grill as their creative agency of record. As a digital agency, we have always led with consumer insights, and we will be working with Bonefish Grill to leverage that insight-driven strategy across all of their marketing channels. Their willingness to look beyond traditional agencies indicates an innovative spirit perfectly aligned with our culture.”
Along with Bonefish Grill, Blast Radius, which has 10 offices spread out across North America, Europe and China, works with clients including BMW Canada, Nike, Starbucks and Onitsuka Tiger. No word yet on when first work from Blast for Bonefish will break, but we’ll let you know.