“Crash and Burn’ Helps Doe




ATLANTA-More than a year of handling what the client described as “crash and burn” work for Long John Silver’s Restaurants led Doe-Anderson Advertising to capture an expanded national broadcast creative role with the fast-food chain.
The Louisville, Ky., shop will now share responsibilities for development and production of national broadcast advertising with Lowe & Partners/SMS in New York.
Doe-Anderson first handled point-of-sale advertising in selected markets for Long John Silver’s. It was then given local TV and billboard assignments in selected markets as the restaurant experimented with new menu items.
“We did a lot of crash and burn work with Doe-Anderson,” client representative Bruce Hinton said. “This is kind of as an appreciation of that. It’s been hard for one agency to do national campaigns and [market] testing, and we’ve been pleased with what [Doe-Anderson] has done.”
Agency president and chief executve officer David Wilkins said the new role shows the value of the shop’s earlier work.
“This assignment validates [our recent] efforts and will serve as a springboard to our becoming an invaluable contributor and partner in building a more vibrant brand,” Wilkins said.
Media buys will continue to be divided between Empower in Cincinnati (formerly Media That Works) and Active Media in Atlanta. Hinton said the restaurant’s total ad budget is $30 million, and that creative billings would be “roughly” split between Lowe and Doe-Anderson. He declined to divulge the creative budget.
Hinton said splitting ad assignments has become “a strategy” for Long John Silver’s. “It’s like having two guys platooning in baseball,” he said. “We find we have better leverage and we get more efficient work. … You have everybody on their toes all the time, including us.” ƒ