• by Joe Mandese  @mp_joemandese, May 23, 2024

Saucy chicken restaurant chain Zaxby's has named Dentsu X its media agency of record following a competitive review.

Dentsu X will handle all media buying and planning for the Georgia-based chain best known for its chicken "Fingerz," wings and 12 dipping sauces.

Dentsu X will be responsible for helping the brand grow its awareness and expand into new markets with an emphasis on local media strategies.

Empower Media was the incumbent.