Wagamama kicks off review of ad business

Wagamama, the restaurant chain, has called a review of its creative requirements.

Agencies received RFIs last week. The company currently works with 101 and Elvis but may consolidate. It has also worked with Amplify.

101, which handles above-the-line activity, and Elvis, which oversees online, social and in-store work, have been invited to repitch. The review is led by Roth Observatory. 

Earlier this year, Wagamama launched a campaign, created by 101, called "same same different" to promote its takeaway service.

MediaCom North handles the brand’s media and is not affected by the review.

Wagamama was founded by Alan Yau in 1992. It was acquired by the private-equity group Duke Street in 2011.

A spokeswoman for the company said: "Wagamama has worked with a number of specialised agencies, including 101 and Elvis. 

"It is currently reviewing its requirements to ensure its consumer communications are as integrated as possible and, as part of this, is considering the best model for its agency needs."

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