Shops Chase Jack in the Box Digital Account
Steve’s breakdown: There’s always a chance to get in a pitch if you have the right stuff. Particularly, being able to translate a highly successful TV campaign to the digital space. That’s how I’d approach this account.
SAN DIEGO, CA: Jack in the Box is in the midst of a search for a new digital creative agency, with seven shops preparing for strategic presentations in two weeks.
The meetings will take place at the fast food company’s headquarters in San Diego and afterward, Jack in the Box will narrow the field to a handful of finalists. The company hopes to complete the search next month. Account revenue exceeds $1 million.
RSW\AgencySearch in Cincinnati is managing the process. RSW declined to comment and Jack in the Box could not immediately be reached.
The incumbent, Apollo Interactive in El Segundo, Calif., is not participating. Apollo also handles digital media planning and buying, however. So, the shop may keep some of its business.
Traditional creative and media duties are not in play and remain at Secret Weapon Marketing in Santa Monica, Calif.
All told, Jack in the Box spent more than $97 million in media last year, down 15 percent from nearly $115 million in 2009, according to Nielsen. Those figures don’t include online spending.