• by Steve McClellan  @mp_mcclellan, December 18, 2017

Long John Silver’s, the quick-service seafood restaurant chain has tapped independent shop Baldwin& as its lead agency for creative, strategy and media planning after a review.

Previously, the client used multiple agencies on a project basis. Media buying was not part of the review which continues to be handled by Icon International, part of Omnicom.

The restaurant chain spent an estimated $11 million on measured media during the first six months of the year, according to Kantar Media. That was almost as much as it spent for full year 2016: $12.4 million, per Kantar.

The brand founded in 1969 and claims to be the largest quick-service seafood chain in the U.S. with nearly 1,000 franchised and company-owned restaurants nationwide.