• by Steve McClellan  @mp_mcclellan, June 4, 2014

Restaurant chain Hooters of America has selected IPG Mediabrands’ Initiative as its new media agency, the companies confirmed Wednesday.

The agency said it would be responsible for helping to manage communications strategy, investment, digital and analytics for the more than 400 Hooters restaurants around the country.

The incumbent was MP Media & Promotions based in Knoxville. Initiative will handle its Hooters assignment out of its Atlanta office, where the client is also based.

The restaurant chain spends and estimated $10 million annually on ads.

Marc Butler, Senior Vice President, Marketing & Product Development at the client said of Initiative: “They have the depth of resources to help us make strategic and well thought out media decisions and investment capabilities we need to maximize our budget.”

Shane Ankeney, Chief Client Officer, Initiative U.S., said, “Partnering with a company that has always been a trailblazer within its industry excites us. We look forward to delivering breakthrough results for their franchisees.”