Jack in the Box has selected Carat LA to be its new media agency of record after a review that began in the summer.
The incumbent was Horizon Media, which participated in the review. The independent agency handled the business for 15 years. Jack in the Box spent about $92 million on ads in 2016 according to Kantar Media.
Carat LA, part of Dentsu Aegis Network, will handle traditional and digital media planning and buying for the restaurant chain which has more than 2,200 locations across the country. The award is subject to the signing of a formal agreement. .
“Carat LA showed tremendous media industry knowledge and progressive technology that aligns with the challenger spirit of the Jack in the Box brand,” stated Iwona Alter, Chief Marketing Officer at Jack in the Box. “We feel the agency’s expertise will provide us a unique competitive advantage as we look ahead.”
The client said that it set two priorities in the review including developing a media strategy that reflects the “challenger spirit” referenced above. Also the client wanted to ensure that regional market support effectively integrates franchisees, which Jack in the Box characterized as “an important stakeholder group” in it business strategy.
Alter acknowledged Horizon’s contribution, stating: “Horizon has been instrumental in building the Jack in the Box brand to what it is today, and we are extremely proud and appreciative of all that we accomplished together as partners.”
It’s been a big week for Dentsu Aegis, which on Monday emerged as the big winner in the Anheuser-Busch InBev global media agency review.
“We’re thrilled to partner with Jack in the Box,” stated Anathea Ruys, Managing Director of Carat LA. “We look forward to working alongside their talented team to develop media strategies to deepen their connection to their loyal audience and continue to grow the brand.”