JWT, Detroit, had handled creative duties, while WPP sibling Mindshare was the incumbent for media duties.
Both are part of WPP's Team Detroit unit, which, in the wake of the automotive crisis, this year refocused its efforts on attracting more non-car business. White Castle was the last marketer on the Detroit roster from when the agency went on a non-car account-winning streak in the '90s.
The Rojek Consulting Group assisted White Castle with its selection of Ft. Lauderdale, Fla.-based Zimmerman. There it joins a roster that includes other food chains such as Friendly's and Papa John's, as well as Nissan, Lane Bryant and Crocs. The shop's first campaign for White Castle is expected to break this spring.
'Ready to evolve'
"White Castle is ready to evolve its brand within a new marketplace," Kim Bartley, VP-marketing, said in a statement. "We have chosen Zimmerman for the agency's undeniable focus on results, and the brand sensibility they will bring to distinguishing White Castle from the competition and imitators that has certainly developed over 80 years."
Columbus, Ohio-based White Castle claims it invented the mini "Slyder," and it takes credit for other firsts as well, such as being the first fast-food hamburger chain, the first to sell a billion burgers and the first to introduce frozen fast-food into grocery stores.
The chain spent a total of $16 million on U.S. measured media in 2007, according to TNS Media Intelligence.