Friendly Ice Cream Corp., Wilbraham, Mass., will shortly place the strategic planning and creative portion of its estimated $15 million account in review. Elkman Advertising, Balla Cynwyd, Pa., currently handles the restaurant chain and ice cream marketer.
Dairy Mart Convenience Stores, Enfield, Conn., to Meldrum & Fewsmith, Cleveland, for its $3 million account. Creative had been in-house; PriMedia, Warwick, R.I., handled media.
MacGregor Golf Co., Atlanta, is reviewing its $2 million account from Pollak Levitt Chaiet, Atlanta.
Big City Bagels, N.Y., to T.G. Madison, Atlanta, as first agency of record..