Friendly's Taps Zimmerman

BOSTON Friendly’s, now under new management, has tapped Omnicom Group’s Zimmerman Advertising to handle its account following a review.

Pile and Co., the consulting firm in Boston, oversaw the search process and confirmed Zimmerman’s selection. Other review contenders were not disclosed.

Spending was not disclosed, and the Wilbraham, Mass.-based chain has done little media advertising in recent years. Earlier in the decade, its annual paid-media outlays were in the $15-20 million range.

Zimmerman in Fort Lauderdale, Fla., is well versed in retail, working on accounts such as Papa John’s Pizza and Six Flags, among others.

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