“Crash-and-Burn’ Duty Earns National Payback

Long John Silver’s Rewards Doe-Anderson With Broadcast Share
ATLANTA-Long John Silver’s Restaurants of Lexington, Ky., revealed last week that it had expanded national broadcast creative duties for Doe-Anderson Advertising and Public Relations.
Doe-Anderson will now share responsibilities for the development and production of national broadcast advertising with Lowe & Partners/SMS in New York.
The $85 million Louisville, Ky., agency first handled point-of-sale advertising in selected markets for the fast-food chain. It was then given local television and billboard advertising assignments in selected markets as the restaurant experimented with new menu items.
“We did a lot of crash-and-burn work with Doe-Anderson,” said Bruce Hinton, senior director of public relations for the client. “This is kind of as an appreciation of that. It’s been hard for one agency to do national campaigns and [market] testing, and we’ve been pleased with what [Doe-Anderson] has done.”
“This assignment validates [our recent] efforts and will serve as a springboard to our becoming an invaluable contributor and partner in building a more vibrant brand,” said agency president and chief executive officer David Wilkins.
Media buys will continue to be divided between Media That Works in Cincinnati and Active Media in Atlanta. Hinton, who said the restaurant’s total ad budget is $30 million, added that creative billings would be “roughly” split between Lowe and Doe-Anderson. He declined to divulge the creative budget.
Hinton said splitting advertising assignments has become “a strategy” for Long John Silver’s. “It’s like having two guys platooning in baseball,” he said. “We find we have better leverage and we get more efficient work.
. . . You have everybody on their toes all the time, including us.”
Lowe & Partners/SMS created the restaurant’s new tagline, “Can’t resist that crunchy stuff,” while Doe-Anderson developed goldfish advertising icons.
Hinton pointed out that Doe-Anderson is the client’s first shop not from New York, Chicago or Dallas hired for national work. ƒ