USIM begins the new year with a new media account, fast-growing casual-dining chain Cafe Rio Mexican Grill.
Cafe Rio, which is headquartered in Salt Lake City, will be serviced out of USIM's Irvine, CA office.
Billings were not disclosed, and there was no incumbent media AOR.
The marketer said USIM was selected for its strategic approach and that the assignment will will focus on helping create awareness of the chain's new menu offerings.
"Cafe Rio aims to connect with more of their existing fans and grow their customer base within their 11 state, 136 location footprint," it said in a statement.