Open Minds Takes Vicorp Assignment

LOS ANGELES Open Minds said it has won creative and media duties for Vicorp’s Village Inn casual-dining chain following a review. The agency will also handle media chores on the client’s Bakers Square restaurants.

Open Minds vp, creative director Powell Michael said the Irvine, Calif.-based shop is “looking forward to working on the brand. We think it is a great opportunity for the agency and we have great chemistry with the marketing team.”

Michael said he worked “as a junior art director at Barkley Evergreen & Partners in Kansas City when they had Village Inn, and I’m from the Midwest, so it will be nice to work on it again.” Other review contenders were not disclosed.

Open Minds’ initial effort for the client is expected to break in the first quarter of 2007, Michael said. The scope of the work will include broadcast, print and on-premise advertising.

Denver-based Vicorp operates 240 restaurants in 19 states.

The client spent $4 million on advertising in 2005, and more than $2 million through August 2006, according to Nielsen Monitor-Plus.

Open Minds is a unit of RPA in Santa Monica, Calif., one of the nation’s largest independent agencies, best known for its Honda campaigns.