Rob Crews, executive vice president and chief marketing officer for Church's Chicken, announced today that ESW Partners will be the company's new creative ad agency of record. The Chicago-based agency has experience working with other quick-service chains throughout the last decade.

ESW Partners is a fully-integrated marketing communications agency specializing in branding. The agency will provide strategic and creative direction for campaigns that will incorporate broadcast, print, in-store and interactive media.

ESW is joining Church's at a time of transition. With a new management team now in place, the brand is focused on its growth strategies, strategic initiatives to increase profitability, product innovation, optimizing relationships with stakeholders and updating and reimaging its company restaurants.

"Our partnership with the team at ESW will focus on developing marketing campaigns that will convey our product quality and value story, drive profitable traffic, enhance guest engagement and create a distinct competitive positioning," Crews said. "We also have a robust pipeline of menu items that we'll introduce and showcase with a new creative campaign."

ESW Partners' portfolio includes Big Apple Bagels, Azteca, Cosi, Taco Bell and Ramada Worldwide.

Jim Signorelli, CEO of ESW Partners, spent many years at some of the top national advertising agencies before co-founding the agency in 1999.

"This is an exciting time to be partnering with Church's," Signorelli said. "Church's is a beloved brand. We're proud to be part of this brand's evolution as we work to help it gain even more deserved interest in what is already a unique and compelling brand story."

Read more about marketing and branding.

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