As Jack in the Box heads into the new year, the fast-food chain looks to deepen its digital connections with customers.
Such is the core task facing new lead digital shop StruckAxiom, which Jack in the Box has hired after a review. Account revenue is estimated at more than $1 million. To win the business, the independent agency outstripped a long list of competitors. In late September, seven shops made strategic presentations to the chain’s marketing executives. The execs then narrowed the field to two finalists, which got a creative assignment. Ultimately, the ideas that StruckAxiom presented impressed the marketer.
“They came up with some things that were really relevant and really connected with the voice” of the brand, said Nick Fletcher, who manages marketing communications at Jack in the Box in San Diego.
Online and mobile marketing, Fletcher added, is “becoming more important all the time, particularly with younger consumers.”
At the onset of the review, Fletcher was impressed by the irreverence and success of StruckAxiom’s past work on DreamWorks’ Shrek Forever After and PepsiCo’s Gatorade. Other agency accounts include Nickelodeon, TCBY and the Discovery Channel.
Jack in the Box will work with two of the shop’s offices: Portland, Ore., which will lead creative efforts, and Los Angeles, which will provide account management. The agency also has offices in New York and Salt Lake City, where it is based.
The new agency succeeds Apollo Interactive in El Segundo, Calif., which had worked on the brand since 1998. Apollo also lost its digital media planning and buying business, which last month shifted to Horizon Media in Los Angeles, Jack in the Box’s traditional media agency.
Fletcher declined to identify the runner-up for the creative digital business. The other agencies in the earlier round, however, were Huge, Pereira & O’Dell, Mekanism, Rocket XL, Heavenspot, and The1stMovement. Jack in the Box used RSW/AgencySearch in Cincinnati to help draw up the list.
The client’s traditional creative business was not in play and remains at Secret Weapon Marketing in Santa Monica, Calif.
Media spending on the brand totaled more than $97 million last year, down 15 percent from nearly $115 million in 2009, according to Nielsen. Those figures don’t include online expenditures.