TGI Friday’s Selects Four Finalists in Media Review

Four agencies will make final presentations next week in TGI Friday’s creative and media review.
The finalists are Publicis Groupe’s Publicis in New York; Interpublic Group’s The Martin Agency in Richmond, Va.; and independents Doner in Southfield, Mich., and Cramer-Krasselt in Chicago, confirmed search consultant Joanne Davis late Wednesday.
The presentations will take place May 6-7 at the client’s headquarters in Carrollton, Texas. Each agency will get about two hours to present to a handful of client executives. A selection is expected the week of May 11.
C-K, Doner and Martin have their own media departments. Publicis is said to be pitching with sister media shop Spark in Chicago. The contenders emerged from a broader field of six to eight agencies that previously met with client execs, according to sources.
The winner will succeed IPG’s Deutsch/LA in Marina del Rey, Calif., which did not defend the account. Deutsch, whose work for the chain features Food Network celebrity chief Guy Fieri, has held the business since 2003.
TGI Friday’s, a unit of Carlson Restaurants, spent about $87 million in major measured U.S. media last year (not including online spending), down 11 percent from 2007’s total of $98 million, according to Nielsen. Revenue on the account is estimated at about $5 million.