ATLANTA Church's Chicken has hired The Cartel Group as its agency of record following a six-month review, according to the client.
Church's said it recently cut to three finalists: Mirror, a subsidiary of Dallas-based Levenson & Hill; the team of LatinWorks, Fuse and KB&P, all Texas independents; and The Cartel Group in San Antonio.
Melinda Ennis-Roughton, chief marketing officer at Church's, said that the fast-food company was looking for an agency with experience in retail and quick-service restaurants, as well as staff diversity.
"To my knowledge, Church's is the first and only fast-food chain to select a multicultural shop as its general-market agency of record," noted Ennis-Roughton. "The Cartel Group was chosen based on their experience in multicultural marketing and their understanding of our diverse customer base."
Cartel's responsibilities will include strategic planning, advertising development and media planning, according to Atlanta-based Church's. The shop is in the development stages of a new advertising campaign that will launch this summer.
Levenson & Hill has been working on transitional ad campaigns and will remain, along with Carat in Atlanta, the field media agencies.
Ennis-Roughton estimated annual billings at $15-20 million.