Fallon reels in Long John Silver's

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Long John Silver's, Lexington, Ky., awarded Fallon McElligott, Minneapolis, the quick-service seafood chain's $40 million account, as expected. Fallon plans to "help reconnect consumers with what they really love about the brand but may have forgotten over the years," agency Chief Marketing Officer Mark Goldstein told Advertising Age. Other finalists were Campbell Mithun Esty, Minneapolis, and Rubin Postaer & Associates, Chicago. Fallon pitched the account only because of the new management put in place after Yorkshire Global Restaurants acquired the chain last September. "If the new management hadn't have been there, we wouldn't have been interested," Mr. Goldstein said. The troubled brand had gone through a number of agencies over the past three years, including Lowe & Partners/SMS, Doe-Anderson and Temerlin McClain. Doe-Anderson, Louisville, Ky., had been filling in on project basis for current ads. Long John Silver Senior VP-Chief Marketing Officer Kevin Armstrong had been planning an agency review since joining the company last summer.

Copyright March 2000, Crain Communications Inc.

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