• by Steve McClellan , September 25, 2014

Restaurant chain O’Charley’s has selected U.S. International Media for traditional and digital media planning and buying duties after a formal review, the company has confirmed. 

The incumbent on the account was Detroit-based Doner. The media review followed a creative review that was completed in June. Creative chores shifted from Doner to Nashville-based Bohan. 

O’Charley’s operates 214 restaurants in 20 states across the Southeast and Midwest, and was acquired by American Blue Ribbon Holdings in the spring of 2012 for a reported $220 million. 

After the acquisition the Denver-based buyer relocated its headquarters to O’Charley’s hometown of Nashville. Soon after, the company gave the chain a brand refresh,  including a new logo and other image tweaks as well new menu options. 

“We are pleased that we have found an agency partner with the know-how to support our marketing efforts and O’Charley’s restaurants across our footprint,” said David Ellis, vice president of marketing for O’Charley’s.  “We selected U.S. International Media for their local market media buying scale and expertise as well as their media planning and analytical skills.  We’re excited for what’s in store for our partnership.” 

O’Charley’s annual ad spend is estimated at $15 million. 

“We’re excited to engage our local office network to support O’Charley’s media and marketing efforts and grow its business,” said Russell Zingale, President – Eastern Region, USIM. 

USIM will immediately begin placing Q4 media across all channels, while planning and executing for 2015.