• by Steve McClellan  @mp_mcclellan, January 30, 2018

Columbus, Ohio-based fast food restaurant chain White Castle has consolidated its creative AOR with Merkley+Partners. There was no formal review.

Effective immediately, Merkley will assume creative responsibilities for White Castle’s restaurants in addition to White Castle’s grocery business, which the shop has handled for since 2016. Both assignments include strategy and creative for all channels.

Previously the brand worked with Resource/Ammirati on the fast food side its business.

“Certainly, there are efficiencies by consolidating our business with one agency,” stated Kim Bartley, CMO of White Castle. “However, having worked with Merkley for some time now, what really excites us are the ideas and energy we know they will bring to our communications with our consumers.”

Crossmedia, New York will continue to handle media duties.

For Merkley, also based in New York, it’s the second recent win. Earlier this week, it was awarded media AOR duties for packaged deli meat company Land O’Frost.