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Sonic Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




Sonic Corporation is a nationally operating fast food restaurant chain with a 50's drive-in theme. The company's headquarters are based out of Oklahoma City, OK.

Main Telephone (405) 225-5000
Main Fax (405) 280-7696
Primary Address
300 Johnny Bench Drive
Oklahoma City, OK 73104
USA

Sonic Corporation Contacts

Contacts (5/20)
Name Title State
Clifford H. Chairman & Chief Executive Officer OK
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (405) 225-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 300 Johnny Bench Drive
Oklahoma City, OK
73104
USA

Todd S. President OK
John B. Executive Vice President & Chief Development & Strategy Officer OK
Andrew R. Senior Vice President, Business Planning & Purchasing OK
Edward S. Senior Vice President, Field Services - West Region OK

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Sonic Corporation ********

Agency Relationships


Brand Agency Service From To
***** *********** ******* cause marketing & public relations 1994 present
***** *********** ***** ******* **************, ***. multicultural 2004 present
***** *********** ***** ********* ******* creative 2010 present
***** *********** *************** AOR - media buying & planning 2010 present
***** *********** ******, *********** & ******** AOR - creative 2011 present

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WinmoEdge

TV, Digital, Mobile Opps: Sonic increasing social marketing (Score 54)


Subject: social media, digital, TV, Hispanic media, OOH

Company: Winmo)

Close-Watch

Opportunity: During the Q2 earnings call, CEO Clifford Hudson said customer engagement will move “very much into the 21st century,” which includes personalized marketing, social media “and the like.” The goal is to have the entire system with POPS (personalized service system) enabled by the end of fiscal 2017 (August).

Hudson also noted that, as predicted in 2013-2014 (research GS&P has been Sonic’s creative AOR since 2011, well past average agency tenure (2.5-3 years).

Additionally, Sonic will begin marketing its app for the first time in April. Hudson said that “while the industry works to incorporate mobile technology in the QSR business, [Sonic's] perspective is we’re going to do this in a differentiated non-linear format.” He continued that this provides Sonic an opportunity to leverage this technology and enhance customer experience “in a way that competitor brand can’t do” in the company’s view. 

Sellers – Q2/Q3  is Sonic’s biggest spend periods, so now is the time to reach out a secure revenue tied to Sonic’s usual efforts and driving app downloads. According to The List, Publicis’s ZenithOptimedia handles media buying and planning (since 2010). The accounts appears to be led from the Atlanta office but programmatic comes out of New York.

Additional Information

sonic-drivein-est-tv-spend-01-01-2015--12-31-2015 (1)

National TV Spend: In 2015, iSpot reports that Sonic spent $157.7 million on national TV ads  - up a whopping 79.4% from 2014 $87.9 million). See charts for 2015 channel/show targeting.

In Q1 2016 (Jan. to March), Sonic spent $46.3 million on national TV ads (Q1 2015 spend was $34.2 million). iSpot’s national TV tracking goes back to June 12, 2013, and sellers should note that targeting has remained largely static since then. 

sonic-drivein-est-tv-spend-01-01-2015--12-31-2015

Digital Breakdown: Last year, Sonic ran 104 display ads 547 publishers (2% mobile). Top ad destinations included spike.com, history.com, cbssports.com, nick.com, whas11.com and  mylifetime.com (24% placed site direct versus programmatically). Sonic also ran 101 high impact ads on 12 publishers and 30 video ads on 478 publishers (spike.com, mtv.com and logotv.com were top sites).  

For comparison, in 2014 88 display and 108 high impact ads ran on 1,183 publishers (<1% mobile). 

In Q1 2016, Sonic ran 48 display, five high impact and nine video ads on 595 publishers (2% mobile; 46% site direct). 

Executive Promotions: In February, CMO Todd Smith added president to his duties. In his expanded role, he is overseeing the integration of technology into Sonic’s business.

Expansion Plans: Sonic expects to continue growth in core markets like Texas, but also new markets along the East and the West Coast.

Competitors: As the BLADE strategy denotes, Sonic competes in various day parts, so competitors change throughout the day (except for the core QSRs that serve food all day, such as McDonald’s, Burger King and now, Taco Bell). 

Winmo
300 Johnny Bench Dr.
Oklahoma City, OK 73104
(405) 225-5000

Todd Smith 
President & Chief Marketing Officer 
(405) 225-5000
todd.smith@sonicdrivein.com

Sarah Beddoe 
Vice President, National Marketing (since June 2015)
(405) 225-5000
sarah.beddoe@sonicdrivein.com