Sonic Corp. has named San Francisco's Omnicom Group's Goodby, Silverstein & Partners as its creative agency of record. This announcement comes less than two months after the company tapped Zenith as its media AOR, and solidifies one of its initiatives to boost sagging sales through a more compelling message.
According to Advertising Age, Omnicom beat out Cramer-Krasselt of Chicago and Publicis Groupe’s Publicis out of Dallas and Seattle in the review.
The evaluation came about after Sonic’s 17-year partnership with Barkley came to an end. Barkley did not defend its position in the review, however did retain a handful of public relations assignments.
Sonic CMO Danielle Vona told Advertising Age that Goodby’s strategy and creative comes at an important point in the evolution of the brand.
Heading up Hispanic marketing for Sonic is Lopez Negrete and C3 leads children’s programming. The company’s digital duties are mostly under Goodby, with the help of Havas’ Euro RSCG. Goodby also handles Sonic’s social media efforts.
