IPG Trio Advances to Firehouse Sub Finals

ATLANTA Firehouse Restaurant Group, franchiser of Firehouse Sub sandwich shops, has selected three finalists in its search for a new agency to handle its $5 million account, according to the consultant handling the search.

After visits to six agencies in the days before Christmas, the company has narrowed the selection to three Interpublic Group shops: Austin Kelley Advertising and Fitzgerald + Co., both in Atlanta, and Erwin-Penland in Greenville, S.C., said Mike Bogda, a partner in the search firm of Achenbaum Bogda Associates of Dallas.

The two-year incumbent, independent Dunn & Co. of Tampa, Fla., did not defend the account.

FRG plans to give an assignment to each of the finalists Jan. 7. All three shops will present their work Jan. 28 at the client’s headquarters in Jacksonville, Fla. The company will make its decision at the end of the presentations, Bogda said.

Firehouse Subs, opened by two fireman brothers in 1994, operates more than 200 restaurants in the Southeast.