Long John Silver's Moves to Northlich

$25 Million creative Account Was at Element 79

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BATAVIA, Ohio (AdAge.com) -- Yum Brands' Long John Silver's has moved its $25 million creative account to independent Northlich, Cincinnati, from Omnicom Group's Element 79, Chicago, following a review.
Long John Silver's spent $25.3 million last year on media.
Long John Silver's spent $25.3 million last year on media.

The move extends Northlich's relationship with Yum, based in Louisville, Ky., whose A&W brand previously had its public-relations account with Northlich, said agency CEO Mark Serrianne.

Big win for agency, city
"This is great for us and Cincinnati," Mr. Serrianne said. Long John Silver's is one of the larger national advertising accounts to be picked up by a Cincinnati agency in recent years. "Our work will begin with a pretty extensive broadcast campaign," Mr. Serrianne said, which will break later this year.

"Northlich is highly creative, collaborative and understands our business," Don Gates, brand marketing officer for Long John Silver's, said in a statement. "They are the perfect partner to bring Long John Silver's brand positioning to life in a memorable way."

Long John Silver's spent $25.3 million last year on media, according to TNS Media Intelligence, and $6.9 million in the first quarter of 2007.

Northlich's other accounts include Birds Eye Foods, Brown-Forman's Finlandia Vodka, Procter & Gamble Co.'s professional cleaning supplies business, the Ohio Tobacco Prevention Foundation's youth anti-smoking campaign and the Kentucky Lottery.
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