Hardee’s Pares Regional Shops

EvansGroup’s offices in Indianapolis and Denver have taken a hit as Hardee’s Restaurants has pared its regional lineup of four shops down to two longtime roster agencies.
Jordan Associates of Oklahoma City and Lewis Advertising in the client’s home base of Rocky Mount, N.C., were each handed $6-10 million in local marketing assignments for the chain, which was bought last year by Anaheim, Calif.-based CKE Restaurants. Work includes media buying for radio, print and outdoor executions, as well as collateral, research and public relations.
The consolidation cuts out regional assignments handled by BBDO South in Atlanta and EvansGroup, which acquired the Asher/Indianapolis agency in 1995 to serve as its Midwest hub for Hardee’s regional marketing. It shared regional media buying duties on Hardee’s with its Denver office.
Executives at EvansGroup in Indianapolis could not be reached for comment.
“We feel strongly the consolidation will bring consistency to our message,” said Sharon Hamilton, director of public affairs at Hardee’s. “We can get the same message to radio stations and our franchisees, and do it more quickly.” Those messages will be developed by lead creative agency Angotti, Thomas, Hedge of New York. National media duties on the $80 million account are handled by Western International Media in Los Angeles.
Jordan is adding $6 million in Hardee’s billings and more than tripling the number of units it serves, from 397 to almost 1,200 in 19 states in the Southwest, Midwest and Northwest. It handled the 1997 conversion of Hardee’s restaurants in Oklahoma to CKE’s Carl’s Jr. concept.
Jordan will establish offices in Indianapolis and Rothschild, Wis., to help its Oklahoma City headquarters and St. Louis branch service the account.
Lewis, a regional shop for the chain since 1969, will be responsible for about 1,500 sites, said Hamilton.