$35 Mil. Checkers in Play

LOS ANGELES The Checkers Drive-In chain has parted with independent Amalgamated in New York and placed creative chores on its estimated $35 million ad account in play, according to Kim Francis, the client’s director of communications.

Along with Checkers, creative on sibling Rally’s drive-ins is included in the review.

Consultancy Select Resources International in Santa Monica, Calif., is currently sending information requests to a group of undisclosed agencies.

The Tampa, Fla.-based chain of more than 800 quick-serve restaurants will conduct its search over the summer with an eye toward hiring a new agency by the fall.

Checkers hired Amalgamated last year following a review in which G&M Plumbing in Manhattan Beach, Calif., was the runnerup. Marc USA in Pittsburgh had previously fashioned creative for the client.

In the current review, geographical consideration would go to shops “within the footprint of the restaurants,” Francis said. Checkers are principally located in Eastern and Southeastern states; Rally’s are primarily in the Midwest, with some restaurants as far west as Los Angeles.

First-quarter management changes prompted the review: CEO Keith Sirois and CMO Rich Turner both left the company—replaced by Enrique “Rick” Silva and Terri Snyder, respectively.

Checkers and Rally’s spent over $35 million in combined measured media in 2006, per Nielsen Monitor-Plus.