The search is being managed by Joanne Davis Consulting in New York. There is no request for proposal; the marketer is reaching out to a select group of shops to take on creative and media duties. The process is scheduled to wrap up by May.
T.G.I. Friday's tapped Deutsch to handle the account in 2003, shifting the business from Interpublic sibling McCann Erickson. The incumbent's latest work centers on value offerings for a 20-something's low-cost date night. Friday's is advertising a variety of entrees, such as bruschetta chicken pasta and prime-rib stroganoff, for $10.
T.G.I. Friday's search for a new agency means the loss of a key account for Deutsch. The restaurant chain spent $90 million between January and November 2008 on domestic measured media, according to TNS Media Intelligence, and some $93 million in 2007.