230 locations across the country isn’t bad, but dining chain O’Charley’s still has something of a market share issue. On that point, the company recently held a review (previous creative lead Doner chose not to defend but will maintain the media planning and buying responsibilities).
There were three finalists, two of which were not disclosed; Nashville-based Bohan Advertising won the business, and its nearly $10 million in annual advertising revenue.
Bohan and its 74 staffers work on a diverse portfolio including Dollar General, Jos. A Bank (which is currently on another list), Pensacola CVB, Fazoli’s, and the Arnold Palmer Hospital for Children.
“In the pitch, Bohan executives distinguished themselves by capturing the tone of the brand and presenting ideas that went beyond traditional advertising, said David Ellis, VP of marketing at O’Charley’s. The new shop’s first campaign is expected in the fall.”
The fact that O’Charley’s parent company American Blue Ribbon Holdings is based in Nashville probably didn’t hurt either.