Wingstop has hired two Publicis Media agencies as it prepares for its first national media push, including its first TV campaign.
Performics and Starcom USA won the business after a competitive process, said Wingstop Chief Marketing Officer Flynn Dekker. Performics will oversee all search and social for Wingstop, while Starcom USA will be responsible for strategic media planning and activation.
The chicken wing chain, which has more than 900 locations worldwide, is still working with Barkley as its creative agency of record.
Since its start in 1994, Wingstop has relied on regional advertising. Until now, the only media agencies the brand has worked with have been local ones working with one of its 13 advertising co-ops, Mr. Dekker said.
Now that the Dallas-based chicken wing chain has expanded and aims to have 2,500 U.S. locations, Wingstop is preparing for a national effort. Wingstop franchisees voted to increase the chain's national advertising fund earlier this year. Beginning in early 2017, that funding will mostly be spent on TV, where the brand has not been advertising nationally, along with increased digital spending, the company has said.
"We've come to a point in our development where we need to expand our media reach and marketing capabilities," Mr. Dekker said in a statement. He said Wingstop chose Performics and Starcom "based on their media expertise, digital prowess, strategic thinking and the extremely talented team of individuals that will support our growing brand."
Along with about 850 locations in the United States, there are also Wingstop locations in Mexico, Singapore, the Philippines, Indonesia, and the United Arab Emirates.