Sizzler Taps New Agency

Restaurant chain Sizzler has selected independent KSL Media to handle its media chores, the restaurant chain has confirmed.

Estimated spending on the account from January to September of this year was $13 million, according to Nielsen, up from about $7 million in all of 2008.

The incumbent is Interpublic Group’s Initiative. Creative duties, not included in the review, continue to be handled by Kovel/Fuller.

“Sizzler and KSL Media are a good fit,” said Michael Branigan, vice president of marketing at Sizzler. “Both companies have an entrepreneurial spirit and appreciate good value. We expect KSL Media will provide us with significant savings on strategic media buys.”

Sizzler owns or franchises more than 280 restaurants worldwide. Owned by Australia-based Pacific Equity Partners, Sizzler’s U.S. operations are based in suburban Los Angeles.

“With Sizzler, we found our perfect customer,” said KSL CEO Hank Cohen. “In return, we will use our research and media-buying expertise to find Sizzler’s best customers and communicate with them through their preferred media.”

Nielsen Business Media