San Diego-based QDOBA Mexican Eats has selected Cogniscient Media as media AOR with responsibility for handling all offline and digital media activity. The appointment follows a formal review.
Cogniscient Media is the recently rebranded media arm of Pittsburgh-based agency Marc USA, which will handle the QDOBA business through its Boston office. The new strategy will roll out in October. Other clients in the shop’s Boston office include Payless ShoeSource and Navistar.
The brand spent about $4 million on measured media last year, according to Kantar Media.
Cogniscient will work in collaboration with the client’s creative agency Mistress.
The restaurant chain was founded in 1995 and now has more than 740 restaurants in 47 states, the District of Columbia and Canada.
The company was sold by Jack In The Box Inc. earlier this year to affiliates of Apollo Global Management for approximately $305 million.
Select Resources International managed the agency search process.