Kirshenbaum Wins Steak 'n Shake Ad Account

Regional Chain Spent Almost $18 Million Last Year

By Published on .

After two years without a lead agency, Steak 'n Shake has awarded its advertising account to Kirshenbaum Bond Senecal & Partners, New York, following a review.

Other agencies believed to have been in the review include Omnicom Group's Energy BBDO and Interpublic Group of Cos.' Carmichael Lynch.

Kirshenbaum, an MDC Partners agency, will be handling advertising, branding, digital, social media, mobile marketing, digital customer-relationship management, data and analytics.

Steak 'n Shake, a regional restaurant chain, had previously worked with Indianapolis-based agency Young & Laramore for 18 years before that relationship ended more than two years ago. The now-defunct independent Varnson Group worked with Steak 'n Shake briefly in 2009 following Young & Laramore, but it was believed there was no incumbent.

Steak 'n Shake's parent company, Biglari Holdings, has been steadily increasing measured media spending over the last several years, according to Kantar. In 2010, the company spent $17.7 million, up a little more than 4% from about $17 million in 2009. In 2008, it spent $13.6 million and $12.8 million in 2007. Zgroup Advertising handles media.

Over the last year, Kirshenbaum was named agency of record for the launch of the BMW ActiveE, its first all-electric vehicle. Other wins include Giorgio Armani and a Puma global assignment to launch its first iPad retail app.

Steak 'n Shake had no additional comment but did confirm Kirshenbaum won the review.

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