GSD&M Idea City has secured all national, regional and local media buying and planning duties for quick-serve restaurant chain Popeyes, only months after winning creative duties.
Popeyes had used a network of regional agencies while national buying had been handled by Harmelin Media. The chain, however, has now chosen to consolidate all its buying and planning under one roof. Media spend is estimated at around $40 million-$50 million a year.
The Austin, Texas based agency, a unit of Omnicom, is planning to break new work in the next week or two for the client, which plans to target younger adults. Popeyes plans to focus also on strategic partnerships and product integrations through its work with GSD&M Idea City.
Popeyes claims to be the world's second-largest, quick-service chicken restaurant chain and has 1901 restaurants.