Latino Entre: Chicken Churchs Gives Atkins More Hispanic Clout

After Levenson & Hill here lost the $12-15 million account of Churchs Chicken, another Southwest agency is poised to benefit by picking up the Hispanic portion of the Atlanta-based business.
The Atkins Agency, San Antonio, in an agreement with lead agency Austin Kelley Advertising of Atlanta, will be launching new Churchs creative work in Hispanic markets next month, according to agency president Steve Atkins.
Atkins’ assignment, estimated at less than $3 million, gives the $30 million shop a key national Hispanic account it sought to establish added Spanish-language marketing credentials in a city brimming with Latino specialty agencies.
Atkins connected with Austin Kelley through their mutual affiliation in the Worldwide Partners agency network. Atkins said agency officials will meet this week to begin store analysis and determine the Hispanic markets to target.
The new Hispanic campaign will be Churchs first since launching a regional program in April 1996 with Tejano music star Jay Perez, through Levenson and its affiliate, Lexico.
Levenson will seek a quick-serve restaurant account to replace its lost Churchs billings, according to chairman Bill Hill. The agency will retain franchisee marketing duties for about 50 Churchs locations.
Levenson’s restaurant roster currently includes Papa John’s Pizza, Furr’s Cafeterias and El Chico Tex-Mex restaurants, all of which were served without conflict alongside Churchs, Hill said. The agency is not currently planning layoffs, he said.