Long John Silver’s Names Baldwin& as Lead Agency

By Erik Oster 

Seafood-focused fast food chain Long John Silver’s selected independent Raleigh, North Carolina-based agency Baldwin& as its lead agency for creative, strategy and media planning.

The assignment concludes a review launched in June. Icon International continues to handle media buying for the brand, which was not part of the review.

“Baldwin& is the perfect partner to help build Long John Silvers to new heights,” Long John Silver’s CEO James O’Reilly said in a statement. “The brand strategy, media strategy, creative thinking and the fit between our teams is fantastic.”

“Long John Silver’s is a storied brand that makes amazing food. If you’ve forgotten that, we’re going to help you remember,” Baldwin& executive creative director Russell Dodson added.

Baldwin& is expected to launch a new creative campaign for Long John Silver’s in the first quarter of 2018.

Earlier this year, Baldwin& hired Russell Dodson to replace co-founder David Baldwin as co-executive creative director, as Baldwin moved into a role as CEO. Back in February, the agency expanded its creative department with the arrival of four new creatives.