White Castle selected Merkley+Partners as its new creative agency of record without a review after assigning the retail portion of its creative account to the agency last July. Resource/Ammirati formerly handled the fast food portion of the account, after being selected as agency of record following the brand’s last review in 2014, replacing Zimmerman Advertising. Crossmedia New York continues to handle media buying and planning for White Castle.
White Castle spent around $7.8 million on measured media in 2016 and $7.6 million in the first six months of 2016, according to Kantar Media.
“Certainly, there are efficiencies by consolidating our business with one agency. However, having worked with Merkley for some time now, what really excites us are the ideas and energy we know they will bring to our communications with our consumers, also known as ‘Craver Nation’,” White Castle CMO Kim Bartley said in a statement.
“Expanding our relationship with White Castle satisfies a craving we’ve had for some time now,” added Merkley+Partners CEO Alex Gellert. “It makes us very proud to be awarded additional assignments from clients that you already know, respect and really enjoy working with.”