It’s Finals for 4 at Bennigan’s Marc USA, Ogilvy, Richards Get Invitations

Four finalists have been named in the $5 million advertising review for Bennigan’s Restaurants.
The contenders for the Dallas-based chain are: The Richards Group, Marc USA and Ogilvy & Mather, all in Dallas, as well as one undisclosed agency.
One of the finalists, Marc USA/Dallas, last month won a separate review for the $2-3 million sales promotion business of Bennigan’s Irish American Grill & Tavern.
A decision on the advertising account is expected in March.
Bennigan’s, a division of Metromedia Restaurant Group, operates more than 200 international and domestic locations. The chain’s aggressive growth plans for 2000 include opening 65 new company-owned and franchised restaurants, including eateries in several new markets.
The incumbent agency, Doner in Southfield, Mich., handles three other Metromedia brands. Its Steak & Ale, Ponderosa and Bonanza accounts remain unaffected by the review. Doner is also expected to retain Bennigan’s media planning and buying duties.
The new agency will be responsible for creative work, strategic positioning, broadcast media and print production, with the exception of point-of-purchase materials. K