O’Charley’s has found a new lead agency in Nashville, Tenn.
Bohan Advertising is taking on the restaurant chain’s creative business after a review. Media spending typically totals around $10 million a year.
In the pitch, Bohan executives distinguished themselves by capturing the tone of the brand and presenting ideas that went beyond traditional advertising, said David Ellis, vp of marketing at O'Charley's. The new shop's first campaign is expected in the fall.
There were two other finalists for the assignment but Ellis declined to name them. Ellis, who joined the company in December from KFC, led the search.
As lead creative agency, Bohan succeeds Doner in Southfield, Mich., which did not defend. Doner, however, retains media planning and buying responsibilties on the brand. The MDC Partners shop started working for O'Charley's in 2012.
Other accounts at Bohan, which employs 74 staffers, include Dollar General, BlueCross BlueShield of Tennessee and Joseph A. Bank.
O’Charley’s, with 213 restaurants in 20 states, is owned by American Blue Ribbon Holdings, whose other chains include Ninety Nine, Max & Erma’s and Village Inn. Like its new agency, American Blue Ribbon is based in Nashville.