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MINNEAPOLIS – Martin/Williams played a longshot in its quest for Shoney’s Restaurants and it paid off last week when the Nashville, Tenn.-based chain awarded the agency its $15-18 million account.
M/W bested 15-year incumbent Ogilvy & Mather/Atlanta and Hal Riney & Partners/San Francisco in the final round of presentations.
M/W was committed to winning a restaurant account after parting 10 months ago with Bonanza Restaurants. The agency ran an ad in Nation’s Restaurant News and a direct-mail campaign to chains announcing its availability.
M/W was not among the 15 agencies Shoney’s originally contacted.
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