Atlanta Scrimmage

Officials from the Chick-fil-A Peach Bowl have narrowed their search for a new agency.

David Epps, vice president of marketing and sales at the Atlanta-based nonprofit organization, confirmed that five semifinalists have been selected.

The contenders, all in Atlanta, are Blue Sky, Cole Henderson Drake, T.G. Madison, Point B and Grey, which recently merged with 360 thinc. Two finalists will be chosen to deliver creative presentations.

The primarily pro-bono account is attractive because of the level of contacts agencies can make.

“This is a chance to work with the top marketing people in the city,” said one source. “Anyone who’s not interested in this isn’t interested in new business.”

The 35-year-old college bowl game and its related activities have been represented by Fitzgerald + Co. in Atlanta for the last five years. Previous incumbents include the Atlanta offices of BBDO and Ogilvy.

“It’s wide open,” said Epps. “We need an agency with sports experience that has done some untraditional creative things with traditional properties.”

Epps added that he is also looking for a shop that would be willing to treat the Peach Bowl, which generated $250,000 in charitable donations last year, as it would a paying client.

“We understand that pro-bono accounts are near the bottom of the food chain,” he said, “but we’re an investment as well.”

The winner will create a print, broadcast and outdoor campaign for the December 2002 game. Epps said his organization uses a combination of in-house media buying and trades with ESPN.

“This year we hope to rely on the agency a little more,” he said.