AFC Enterprises restaurant chain said it is the first fast-food enterprise to name a multicultural agency as its main agency. Cartel Group won the assignment following a review that included as finalists Mirror, a subsidiary of field agency Levenson & Hill, and a combined team of Kirshenbaum Bond & Partners, LatinWorks and Fuse.
"Our goal was to select an advertising agency to best serve the unique needs of our customers -- Hispanics, African-Americans and Caucasians," said Melinda Ennis-Roughton, Church's chief marketing officer. The marketer wanted an agency with fast food or retail experience and a "deep understanding of and experience with multicultural market segments including Hispanic and African-American audiences," the company said.
Cartel Group will handle strategic planning, advertising development and media planning for the estimated $15 million to $20 million account. Until new work is developed, the marketer will use transitional advertising from Levenson & Hill. Aegis Group's Carat remains the media buying agency.