Long John Silver's, Lexington, Ky., said it filed for Chapter 11 bankruptcy protection as part of a restructuring plan for the 1,300-unit seafood chain. In March, it moved the creative portion of its estimated $60 million advertising account to Lowe
& Partners/SMS from Jordan McGrath Case & Partners, both New York. Western International Media, Los Angeles, handles media buying. Mike Kerns, Long John Silver's senior VP-marketing, said the move won't impact advertising plans. Lowe's first major work breaks in July, he said.
Copyright June 1998, Crain Communications Inc.