Northlich | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(513) 421-8840|
|Main Fax||(513) 287-1858|
|Kathy S.||President, Owner & Chief Executive Officer||OH|
Sample of Associated Brands
|Kerry B.||Vice President & Group Creative Director||OH|
|Dan W.||Vice President, Strategy||OH|
|Stephanie J.||Manager, Business Development||OH|
|******** *** ********||AOR - creative||2000||present||*|
|********** ****||media buying & planning||unknown||present||*******|
|****** ***********||public relations||2003||present||*******|
|********* ***********||public relations||1998||present||*****|
|*** *******||AOR - creative||2004||present||*|
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Score 74 - Account in Jeopardy: Frisch's Big Boy promotes CMO amid brand repositioning
Subject: online video, social media, OOH, outdoor, regional marketing, promotion
Company: Frisch's Big Boy. Big Boy restaurants are currently located in Ohio, Kentucky and Indiana.
Opportunity: Promoted Anne Mejia to EVP of marketing. In this role, Mejia is responsible for strategic marketing management, advertising, PR and digital marketing. Mejia joined Frisch's in February 2016 as interim CMO, where she led Frisch's brand re-positioning, including the redesign of the Big Boy logo and renovation of the Covington, Ky. location.
Sellers in Ohio, Kentucky and Indiana should reach out for online video, in-store and regional media revenue. Frisch's is not traditionally a large spender, but the addition of a new CMO plus a brand repositioning signals increases in the coming months. Growth plans include expanding into Tennessee and filling out the Ohio and Kentucky markets, so there is more opportunity available down-the-line (Vaughan said there is no concrete timetable for this yet).
In addition to Mejia's promotion, Frisch's recently named Jason Vaughn as CEO (April 2016) and added Danielle Becker as director of brand marketing (August 2016).
Agencies - new decision makers are, as we all know, the number one indicator that agency reviews will occur. While there are a number of new DMs at Big Boy, Northlich was just appointed less than a year ago. This doesn't mean that there is no chance of a review soon, just that it is less likely to occur in the next six months or so.
Experience: Mejia joined Frisch's as interim CMO in February. She previously served as VP of marketing for ServiceMaster's franchise services group. She has also worked with restaurants including McCormick & Schmick's, Einstein Bros. Bagels, Jack in the Box and Carl's Jr.
Brand Repositioning: In July, Big Boy revealed the refresh to the brand's image. Newly-appointed CEO Jason Vaughan said the change was needed in order to "freshen" the chain's appeal to loyal and new customers alike. In addition to an updated "Big Boy" (who apparently sports a healthier frame now), the company has plans to update its dining rooms. The Covington, Ky. location, which was updated this summers, will serve as inspiration for future designs. FRCH Design Worldwide was responsible for the new restaurant space (and was also the brains behind KFC's remodels earlier this year).
Lastly, Big Boy has added new items to it's menu, including "brupper" - breakfast for supper.
Digital Breakdown: According to Pathmatics, Frisch's has spent $13,200 on three video ads so far this year (1.4 million impressions). The video ads were active from the end of March through June. All of these videos (100%) were placed through The Trade Desk (DSP). Top ad destinations included realtor.com, alternet.corg, odometer.com, answers.com and comicbook.com. No desktop or mobile ads have been run this year.
Note that no digital ads were run for all of 2015.
2800 Gilbert Ave.
Cincinnati, OH 45206
Executive Vice President, Marketing
Director, Brand Marketing (since August 2016)