Goodby, Silverstein & Partners has won lead creative duties on Sonic restaurants after a review, the client has confirmed.
Major media spending on the brand totaled nearly $140 million last year, according to Nielsen. That figure does not include online spending.
The client previously identified the other finalists as Publicis Groupe’s Publicis in Dallas and Seattle, and independent Cramer-Krasselt in Chicago.
“In the end, we felt that GS&P had the best combination of amazing people, vision, creative capabilities and strategy to bring to our business at an important point in the evolution of our brand,” said Danielle Vona, chief marketing officer at Sonic in Oklahoma City.
The selection of Goodby, an Omnicom Group shop based in San Francisco, comes six weeks after Sonic hired Publicis Groupe’s Zenith Media to handle media duties. Zenith landed the media account after a pitch against WPP Group’s Maxus in Chicago and Interpublic Group’s Universal McCann in Birmingham, Mich.
Goodby and Zenith succeeded Kansas City-based independent Barkley on the creative and media assignments, respectively. Barkley, however, remains on the client’s roster of agencies, handling public relations and cause marketing efforts.
Joanne Davis Consulting in New York managed the parallel creative and media reviews.