Louisville, Ky - Rally's Hamburgers, Inc., the country's leading double drive-thru hamburger chain, has selected M&C Saatchi, New York, as its new agency of record. The assignment will be effective December 1, 1997, and will consist mostly of spot television and outdoor in 19 markets with a budget of over $12 million. New advertising is planned to be introduced in the first quarter of 1998. While M&C Saatchi will be directly involved in media planning, media placement will continue to be handled by Western International Media.
"We met a lot of very experienced and talented agencies," said Anthony M. Lavely, SVP of Sales & Marketing at Rally's, "and we concluded that M&C Saatchi had the best understanding of the current market situation and the best ways for Rally's to capitalize on it strategically. In addition, their creative approaches were very, very exciting!" Brent Bouchez, President of M&C Saatchi, NY, said, "This is really our first big win as a complete team, and we couldn't be more thrilled. Rally's is a great opportunity... a proven concept just waiting for the right positioning and creative to take it to the next level. Besides, they're really nice people, and I love hamburgers, What more can you ask for?"
Rally's Hamburger, Inc., along with its franchisees, operates over 470 double drive-thru hamburger outlets, primarily in the Midwestern United States.
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