Fallon Sees Creative Opportunity in Long John

Fallon McElligott chief marketing officer Mark Goldstein admits Long John Silver’s doesn’t rank as one of the “blue-chip brands” the agency commits to in its mission statement, but he expects the shop can turn it into one.
“We think we can make them an absolute leader in their category,” Goldstein said. “We love the idea of rejuvenating a brand.”
As expected, the Lexington, Ky., company, which is emerging from bankruptcy, tapped the Minneapolis shop to handle creative and media planning duties on its $40 million account after a review that included Campbell Mithun Esty in Minneapolis and Rubin Postaer and Associates, Chicago and Santa Monica, Calif.