Saltgrass Opts For Fogarty’s Regional Clout

Saltgrass Steakhouse has shifted its advertising account to Fogarty Klein & Partners after reviewing three Houston agencies.
Saltgrass Steakhouse president Bill Osterhout confirmed the move last week. Also competing for the business were Black Rogers Sullivan Goodnight and Ogilvy & Mather.
The incumbent–Coleman & Coleman, Houston–was the restaurant chain’s first agency and handled the advertising account for less than two years.
“We were pleased with Coleman & Coleman, but we decided that we needed an agency with more regional and national experience,” Oster-hout said.
Fogarty Klein & Partners executives could not be reached for comment at press time.
In late October, the contending agencies made presentations to a three-member team from Saltgrass Steakhouse that included director of marketing Cynthia Wackar. Spec-ulative creative was a requirement. Fogarty Klein & Partners’ pitch included a tagline that will be adopted in future advertising.
Osterhout, who would not reveal the tagline, said Fogarty Klein & Partners will begin work on the account this month. The client executive hopes to have new outdoor messages in place and radio commercials airing in early January.
Osterhout cited the reputation of Fogarty Klein & Partners’ president and chief creative officer, Tom Monroe, as a factor in the Houston agency’s selection.
Billings are currently less than $1 million but will likely grow as the restaurant chain moves forward with expansion plans.
Saltgrass Steakhouse operates eight locations in Houston, Dallas and San Antonio and has two additional units under construction in Houston. It is also scouting additional sites outside of Texas. The firm is testing another concept–Denis’ Seafood–in Houston. Other restaurants specializing in seafood will be added but under a different name.