Dave & Buster’s Paperwork Is in the Mail

DALLAS Dave & Buster’s has put its advertising account into review, the consultant confirmed. Sources said the account is worth $5-7 million.

Pile and Co. in Boston is handling the search. Paperwork was sent to a select group of shops earlier this week, confirmed Pile executive vice president and managing partner Judy Neer.

Sources linked the initiation of the review to Maria Miller’s arrival in May as the client’s senior vice president of marketing. She replaced Stuart Myers, who left the Dallas-based client shortly after Dave & Buster’s consolidated its account at One Square, the holding company that includes Square One Advertising and Southwest Media Group.

Southwest Media had done planning and buying for the client, which operates 32 restaurant and entertainment complexes, since 1997.

Neer said the incumbent was invited to defend, though it is unclear whether the group will participate. The review will be completed in August, Neer said.

Square One broke its first spot for the client in April that played in movie theaters in nine U.S. cities. The ad featured a giant eye that contained scenes of patrons enjoying the eatery and entertainment combination. The effort introduced the new tagline, “Serious food. Outrageous fun,” which attempted to show the dining and gaming side of the client.

Prior to Square One, the client’s creative account was handled by Launch Partnership, which is now an independent entity since breaking away in February from Interpublic Group’s Temerlin McClain in Irving, Texas. Launch won the account following a review in December 2001.

Neither the incumbent nor the client could immediately be reached for comment.

This story updates a previously posted item.