DALLAS Whataburger has tapped McGarrah/Jessee to handle its creative and strategic duties, the client said. The account is estimated to be worth $12 million.
The Austin, Texas-based shop contended against Firehouse of Addison,Texas, and RuffCoffinBreedlove of Austin for the business of the hamburger chain, according to client group director of marketing Rod Martin.
Incumbent Square One, which has handled the entire business since 1995, initially participated but was cut earlier in the process, Martin said.
McGarrah will handle television, collateral, print and outdoor chores for the Corpus Christi, Texas-based chain. The shop said it expects to break a branding campaign in the fall.
Square One’s Southwest Media Group still handles media, which was not included in the review. The Dallas agency will also retain other duties for the client, Martin said, without offering specifics.
Whataburger, which CMR reports spent $12 million on media last year, has more than 500 locations in the southern United States and in the Mexican cities of Juarez and Tampico.
McGarrah/Jessee Lands Whataburger's Creative
