CIA Medianetwork has picked up media buying duties for Captain D's seafood restaurants, an assignment that bills about $10 million.
The Nashville, Tenn.-based restaurant chain's media buying was previously handled by its creative agency, Fogarty Klein Monroe in Houston. A media-only review led to the selection of the Chicago media buying operation, said its president, Marge Navolio.
The shop's task will be to sharpen the aim of the client's advertising. "I think we'll be looking at optimizing schedules," Navolio said. The chain, while specializing in seafood, wants to grab a bigger share of the total casual dining market. "We need to define that a little tighter for them," Navolio said.
Captain D's operates 600 restaurants in 23 states and about 70 markets, mostly in the Southeast and East. CIA Medianetwork expects to have a media plan in place by the second quarter of 2001.
Separately, CIA Medianetwork picked up buying chores for Iship.com, which is owned by Stamps.com and headquartered in Bellevue, Wash.
Iship.com is a business service that specializes in shipping. "They're looking to reach all management at business that have large shipping needs," Navolio said.
Media will focus on e-mails and business publications.