UM, McCann Shack Up, Land Joe's Crabs
Interpublic Group’s UM has been awarded the media planning and buying account for restaurant chain Joe’s Crab Shack, after a formal review, the client has confirmed. The shop pitched with sister agency McCann Erickson, which was awarded agency of record duties for the chain.
The client spent $12.2 million on ads for the first nine months of 2012, according to Kantar Media. Going forward, the company is expected to spend between $15 and $20 million annually on ads.
The creative and media planning incumbent on the assignment was Slingshot. The buying incumbent was Southwest Media.
For McCann it’s the first account win since its widely reported management change earlier this month when Harris Diamond assumed the CEO position at McCann World Group, replacing Nick Brien.
The seafood chain is part of the Ignite Restaurant Group, based in Houston. "We believe the new partnership with McCann and UM will allow us to build upon our brand recognition by highlighting our unique menu items at Joe's Crab Shack," stated Ignite Chief Marketing Officer Robin Ahearn. "We want to use this next phase of advertising and marketing to drive frequency with our current guests and introduce Joe's Crab Shack to new guests across the country."
The scope of work on the new assignments includes account management, strategy, creative, production and media planning and buying, per the client.
McCann North America President Hank Summy stated: "We are eager to build upon Joe's strong brand awareness with innovative creative and tactics that highlight the breadth of the Joe's experience."
Ignite, which also runs the Brick House Tavern & Tap restaurant chain, went public earlier this year. Revenues for the first nine months of the year totaled a little over $352 million.