• by Amy Corr  @MediaPostOTL, November 28, 2014

Following a review, White Castle named Resource/Ammirati as its agency of record. Zimmerman Advertising was the incumbent agency. Resource/Ammirati will be responsible for integrated brand strategy, advertising, retail activation, website development and all mobile, digital and social media initiatives. New York-based Crossmedia will partner with Resource/Ammirati to handle media planning and buying duties. The account will be led out of Resource/Ammirati's Columbus headquarters in collaboration with its New York office, which became part of the agency earlier this year when Resource acquired Ammirati. Rojek Consulting handled the review. "Resource/Ammirati is the right partner at the right time as we look to grow our business -- giving current customers more reasons to visit us, and enticing new customers to experience White Castle," said Kim Kelly-Bartley, White Castle Vice President, Marketing and Menu Development. "They brought to the pitch the right capabilities and great chemistry -- they also delivered fresh insights about our core 'Cravers' as well as innovative creative." New work will debut in the second quarter of 2015. "We are thrilled to have the opportunity to work with this iconic and authentic brand as they continue to carve their own path in this crowded and competitive category," said Kelly Mooney, CEO, Resource/Ammirati. White Castle spent $9 million on measured media in 2013, according to Kantar Media.