The announcement knocks out longtime incumbent Mendelsohn Zien, after a review CKE Restaurants launched in October. David & Goliath LA is the new CKE AOR, parent of Carl’s Jr. and Hardee’s. Per AdAge, the review included Mendelsohn Zien; digital incumbent 72&Sunny; Interpublic Group of Cos.’ Deutsch, which declined to participate; David & Goliath, Interpublic’s Carmichael Lynch and Omnicom’s GSD&M Idea City.
“David & Goliath really seemed to understand the core of our brands’ image and attitude, and that came through clearly in the pitch,” CKE EVP/Marketing Brad Haley said in a statement. “While they presented a fresh new way to portray Carl’s Jr. and Hardee’s in our marketing communications, they retained the edginess and risk-taking that we have become famous for over the years.”
According to the statement by CKE and David & Goliath estimated spending for both chains is $100 million for 2010. CKE has more than 3,100 restaurants in 42 states and 18 countries.
According to AdAge, the decision to reach out to new shops was sparked by the departure two top creatives on the account from Mendelsohn Zien. The agency has created seductive ads for featuring the likes of Padma Lakshmi and Kim Kardashian.
David & Goliath will be responsible for all traditional creative work, with a focus on TV. 72andSunny will continue as digital AOR. Media, via Interpublic’s Initiative, were not affected by the review.