West Coast fast-food chain Jack in the Box has launched a media review.
“Jack in the Box has made the decision to conduct a media agency review and has retained SRI to manage the process,” the brand said in a statement provided to Adweek. “The review is part of Jack in the Box’s commitment to regularly evaluating resources, partners and vendors. Horizon Media (HMI), the incumbent agency for 15 years, will be participating in the review process.”
Jack in the Box declined to comment further. Adweek reached out to Horizon Media, who deferred to the client for comment.
The media review comes nearly two years after Jack in the Box parted ways with Secret Weapon Marketing, the agency which handled its creative account for over 20 years and created its iconic Jack character, following a review launched in late 2014. Los Angeles agency David&Goliath now handles the brand’s creative account. David&Goliath was first added to Jack in the Box’s creative roster in early 2015 and created the brand’s Super Bowl XLIX spot.
Last October, Iwona Alter was promoted to become the brand’s chief marketing officer, from her previous role as vice president, marketing and innovation. Former CMO Keith Guilbault left Jack in the Box to become chief operating officer of sister company Qdoba Mexican Eats in March and was subsequently promoted to president.
Jack in the Box spent nearly $92 million on measured media in 2016 and $24.5 million in the first quarter of 2017, according to Kantar Media.