Prime Restaurants retains Downtown Partners
By Adnews Staff
Prime Restaurants of Canada has appointed Downtown Partners of Toronto its advertising agency of record. Downtown Partners will now handle all creative advertising for Prime Restaurants, which consists of 162 locations nationally operating under the names East Side Mario's, Casey's, Fionn MacCool's and the Esplanade Bier Markt. Downtown Partners won the account in a competitive by-invitation process which began earlier this summer. In the past, some advertising for the company has been done by The Ongoing Partnership, but it is unknown whether or not this agency participated in the search. "We were impressed by all the agencies that competed, but felt Downtown Partners was the best for us and our brands," said Dave Scapillati, Prime's senior vice-president of brand and marketing. "They set the bar high with their outstanding creative, strategic insights and scope of relevant experience. We felt comfortable with the team and their collaborative creative culture." Wills & Co. will continue to handle media buying and planning for Prime Restaurants.