Chipotle Mexican Grill recently chose San Francisco-based Butler, Shine, Stern & Partners (BSSP) as its advertising agency of record. Chipotle says they looked at two-dozen agencies and narrowed it down to three for the final shoot out. No word as to whether incumbent DeVito/Verdi was one of those finalists. BSSP has been working on small projects for the brand for some time. Ready for the PR speak?
Mark Crumpacker, chief marketing officer of Chipotle said: “Through this process, Butler, Shine, Stern & Partners demonstrated not only a great understanding of our brand and our vision, but also a strong philosophical connection. They are clearly the right partner for us at the right time.”
Blah, blah, blah. Is there a course that CMO’s take — how to say nothing of value in every single one of your press releases? It would be amazing to just have one of these dudes be like, “We wanted an agency that just killed the creative and convinced us that they also understood the cultural landscape. You know, these guys rocked it. I really get along with them and their price point worked for us. We’ll see how it goes.”