Kirshenbaum Bond Senecal + Partners' operation in Atlanta has scored creative chores on Church's Chicken following a review.
Those duties will now be handled by KBS+P Atlanta unit Trend Influence, which was formed in late March when MDC shops Fletcher Martin and TrendCore were brought under the banner of sibling KBS+P, establishing that brand in the Atlanta marketplace.
Client CMO Tony Lavely said, "During the review, they showed keen insights into our customer base and changing consumption patterns."
Added Jill Meiser, president, KBS+P Atlanta: "Over the last few years we have expanded the scope of our contributions to Church's success in media and local marketing, and we are very excited to now be able to activate Trend Influence's expertise in consumer understanding and cultural insights to deliver world-class creativity and higher return on Church's marketing investment."
Church's spent $27 million last year on ads, per Nielsen.
The Cartel Group in San Antonio was the creative incumbent.
Media duties, split between Fletcher Martin and Levenson & Hill in Dallas, were not in play. L&H retains buying for the chain's Western U.S. region, while Eastern domestic buying remains with KBS+P's The Media Kitchen, staffed in Atlanta by former Fletcher Martin employees.
The casual-dining category's been especially active this year. Other recent moves include Boston Market's $30 million business moving to Zimmerman, and Fazoli's and Bojangles, which each spend $10 million on ads, selecting independents Brokaw and BooneOakley, respectively.