- Andrew McMains

NEW YORK White Castle has shifted lead creative and media duties on its ad account to Zimmerman after a search, the Omnicom Group agency confirmed today.

The other contenders were not disclosed. Rojek Consulting Group in Cleveland managed the process.

The incumbent had been WPP Group's Team Detroit in Dearborn, Mich., whose JWT and Mindshare units handled creative and media duties, respectively. JWT's tenure on the brand dated back 15 years.

White Castle's annual major media spending has been about $15 million in each of the past two years, per Nielsen Monitor-Plus. The new agency's first big campaign is slated to break in the second quarter of 2008.

"White Castle is ready to evolve its brand within a new marketplace," said Kim Bartley, vice president of marketing at the Columbus, Ohio-based fast-food chain. "We have chosen Zimmerman for the agency's undeniable focus on results and the brand sensibility [the agency] will bring to distinguishing White Castle from the competition and imitators."

In statement, agency CEO Jordan Zimmerman described himself as a loyal "craver" of the brand. "I grew up as one of those cravers and being part of building the future of a brand that was such a major part of building my past feels especially rewarding," said Zimmerman, whose agency is based in Fort Lauderdale, Fla.

When reached for comment, Team Detroit CEO George Rogers said: "We had a great relationship with them. It's 15 years. It lasted much longer than most agency relationships last. We wish them all the best."