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Chuck E. Cheese's Awards Media to StarLink

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CHICAGO Chuck E. Cheese's Restaurants has named Starcom MediaVest Group's StarLink to handle local and national media duties on its $25 million account without a review, the client confirmed.

"We were very attracted to SMG's expertise in the children's media marketplace," said Richard Huston, Chuck E. Cheese's executive vice president of marketing, in a statement. "We considered their client list and history of leadership in the category to be a compelling case for having them as a partner."

The Chicago shop will be responsible for both local and national media strategy and investment. The assignment will also include Hispanic services through specialty division StarLink y Mas.

The media incumbent was Initiative in Los Angeles.

Chuck E. Cheese's parent, Irving, Texas-based CEC Entertainment, spent nearly $25 million in media last year, according to Nielsen Monitor-Plus.