Brinker Chain Calls on Firehouse

BOSTON Another Brinker International restaurant chain has changed agencies, as Maggiano’s Little Italy moves to independent Firehouse after a review.

Omnicom Group’s Rapp Collins had previously handled work for the Dallas-based chain. Maggiano’s spent $200,000 last year in measured media, per Nielsen Monitor-Plus. Firehouse and Rapp Collins are also in Dallas.

“Maggiano’s is a great brand with a great story. It is our challenge to deeply connect the brand with people initially drawn to their uniquely authentic Italian-American dining experience,” said Mark Hall, president and founder of Firehouse in Atlanta.

“Firehouse’s unconventional methods of generating consumer insights resulted in ideas that were fresh and impactful,” said Tom Ennis, Maggiano’s vp, marketing and innovation.

In January, two other Brinker chains—Romano’s Macaroni Grill and On the Border Mexican Grill and Cantina—chose Omnicom’s Energy BBDO in Chicago following a review. Omnicom’s GSD&M in Austin, Texas, had been the principal incumbent. That agency still works on Brinker’s Chili’s assignment.