Trone Does Not Net Capt. D’s

By Steve Krajewski

DALLAS–Edging out Trone Advertising of Greensboro, N.C., Fogarty Klein & Partners, Houston, leveraged 15 years of work for various restaurant clients to land the broadcast creative account of Captain D’s last week.

The estimated $4 million account was put in play after the client parted ways with Valentine-Radford of Kansas City, Mo., in January.

A third contender, Fitzgerald & Co., Atlanta, withdrew before final presentations to executives at the Nashville, Tenn.-based seafood restaurant chain, sources said. Fitzgerald officials declined comment last week.

Fogarty Klein & Partners principal Bill Fogarty said the agency began seeking a quick-service restaurant (QSR) account last year, after losing its work for Domino’s Pizza in a consolidation of regional advertising assignments.

‘The competition was the kind you want to be in,’ said Tom Mooth, executive vice president and chief operating officer for Trone. ‘It was well run and very fair,’ he said, adding with a laugh, ‘They just made one mistake (in not selecting Trone).’

Jeff Hunter, Captain D’s director of marketing, said, ‘I think the clincher for Fogarty was that the staff had extensive restaurant experience and an understanding of the issues in the category.’

Hunter said Fogarty’s challenge would be to deliver a clear brand identity in its TV and radio work while maintaining a strong promotional element. Captain D’s operates 600 units, with a concentration in Birmingham, Ala.; Nashville and Memphis, Tenn.; and Atlanta.

Fogarty reported his shop’s speculative creative presentation included a new tagline for the client. He said further research will be required to determine whether it would be used in new ads.

–with Katy Eckmann

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