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Sonic taps Zenith as creative partner

December 22, 2010

In May, Sonic Corp. outlined a number of initiatives to boost sagging sales. Among those efforts were a new media plan that "did more with less;" a plan that shifted funds to focus on increased impressions on a store-by-store basis; and a message that was distinctively Sonic. The company has found its partner to make it all happen.

Publicis Groupe's Zenith Media will handle all of Sonic's media duties beginning Jan. 1. According to AdWeek, Kansas City-based Barkley, the incumbent AOR for the chain, did not defend; however it will stay on board for certain public relations and marketing assignments.

Zenith's role will include online and offline channels. Sonic's media spending was $185 million last year, not including online components.

For the job, Zenith beat out finalists WPP Group's Maxus, in Chicago, and Interpublic Group's Universal McCann, in Birmingham, Mich.

Sonic is also in the middle of a creative agency review, which is expected to be complete in the next few months. Current agency Barkley is not defending this assignment either.