Smashburger has selected Partners In Crime (PiC) as its new creative agency of record. 

PiC will focus on research and strategy, brand campaign development, overall awareness, and tactical sales work for the client. 

The incumbent was Partners & Napier, which won both creative and traditional media duties after a review in early 2020. The most recent review covered creative only and the client no longer buys traditional media. The company confirmed P&N is no longer on its agency roster in any capacity.   

COMvergence reports that Smashburger spent $4.7 million on measured media last year, most of it for digital channels. 

PiC was founded in 2015 by agency veteran Stephen Goldblatt who had previously served with agencies including Goodby Silverstein & Partners, Mullen Lowe and others. 

PiC bills itself as a “creative syndicate” with access to a network of talent as needed. The agency has worked with brands including Github, Shutterfly, Indeed, and Bank of the West.  

Goldblatt said that as more brands look for project partners versus AOR relationships, “for us to win a long-term relationship with a fast-growing business like Smashburger speaks volumes about the efficacy of our model.” 

Headquartered in Denver, CO, Smashburger has 245 corporate and franchise restaurants operating in 34 states and abroad. It is owned by Jollibee Foods Corporation. 

Emily Romme, senior brand manager at Smashburger cited the agency’s “high-caliber talent — from strategy to creative,” as the factor that sealed the decision. “As Smashburger continues to grow, we need a partner who can flex with us,” she added.