Hardee’s Contacts 50

Consultant Assisting in the $80 Mil. Review; Team One Invited to Pitch the Business
LOS ANGELES–Hardee’s Food Systems, via a consultant, began contacting about 50 agencies around the country last week in a review for the creative portion of its $80 million ad account, said Robert Wisely, executive vice president of marketing at Hardee’s parent, CKE Restaurants.
Among the agencies contacted are: Angotti, Thomas, Hedge; Margeotes/Fertitta + Partners; and Publicis/Bloom, all in New York; and Team One Advertising in El Segundo, Calif., sources said.
Jim Bishoff of Los Angeles consultancy Strategics is assisting the Anaheim, Calif.-based client. “The agency selected will have experience in at least the retail chain business and some food service business,” Bishoff said.
Media planning and buying duties, handled by Carat ICG in Los Angeles, are unaffected, said Bishoff.
Team One temporarily picked up creative duties when Leonard Pearlstein joined the agency as co-chairman from The Pearlstein Group, Hardee’s agency [Adweek, Oct. 20]. The Hardee’s account team has moved to Team One, which will pitch the business, said Pearlstein.
Mendelsohn/Zien Advertising, which handles CKE’s $25 million Carl’s Jr. restaurant business, will not participate, said shop principal Richard Zien. M/Z is handling ads in several test markets where Hardee’s sites are being converted into Carl’s Jr. restaurants.
The agencies contacted have until Oct. 31 to respond before about a dozen contenders are selected. That list will then be winnowed to 6-8 semifinalists, with 3-4 finalists making presentations. A winner is due by February.
–with Teresa Buyikian and Teresa Andreoli