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Hardee's set to hire Western Int'l

Published on .

Hardee's Food Systems, Rocky Mount, N.C., is set to formally award its estimated $50 million to $65 million media buying account to Western International Media Corp., Los Angeles, without a review, according to an executive close to the talks. ICG Carat, Los Angeles, has handled since July 1996. Carat confirmed it will cease handling the account. Western International had no comment; it handles media buying for Hardee's sister chain Carl's Jr. Hardee's is reviewing shops for the creative portion of its account; a decision is slated for next month. CKE Restaurants, parent of Carl's Jr., acquired Hardee's last summer.

Copyright January 1998, Crain Communications Inc.

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