News

Contentious breakup for Captain D’s and AOR

August 9, 2011

Less than two years after landing the Captain D's account, Florida-based ad agency Zimmerman has jumped ship, citing differences with CMO Monte Jump, who joined the chain in April.

According to Media Bistro, the relationship seems to have become icy since Jump's hire, with Zimmerman's EVP/CMO Michael Goldberg releasing the following statement:

"It is unfortunate that Captain D's has brought on a new CMO that has a history of quick reviews and short stops on his resume. While we think there may be a correlation between those things, the 'kiss my new ring' game is one that we simply refuse to play – especially since we have had an unwavering mission to help the brand regain its focus on seafood and commitment to kitchen fresh quality. We are clearly on a different page than the CMO. It is our hope that our mission with Captain D's will continue if the carnage is kept in control during this CMO's stopover."

Captain D's selected Zimmerman Advertising in early 2010 to handle the chain's core strategy, creative and retail activation for its 550 restaurants.

Zimmerman went up against Mullen in the finals of the review conducted by Hasan + Co. At the time of the selection, Sandy Clingan Smith was the senior vice president of marketing for Captain D's. She said the company was impressed with Zimmerman's strategy of achieving a balance between retail and brand.

Jump is responsible for all of Captain D's marketing activity, including advertising, media planning, product development, concept positioning, consumer research, local marketing, public relations and social media. He was among many recent hires made by CEO Phil Greifeld to turn sales around at the seafood chain.

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