No Home for Hardee's?

Chain Explores Options for $100 Mil. Biz
LOS ANGELES–Media agency Western Initiative Media Worldwide has lost its appetite for trying to squeeze a profit out of Hardee’s Food Systems.
Late last week, the shop resigned the sandwich chain’s account, citing the difficulty of turning a profit on a business that is carved up into dozens of third-tier and smaller markets in more than 30 states–each of which requires its own media plan.
Rocky Mount, N.C.-based Hardee’s, a unit of CKE Restaurants, has not decided where to place its TV-media business, although its current print and radio shops–Jordan Associates in Oklahoma City and Lewis Advertising in Rocky Mount–are likely to get first crack at the assignment.
Newspaper advertising for the chain continues to be handled by BrannForbes in Dallas.