May 18, 2013

Industry News | December 27, 2012

Sonic Names New Below-the-Line Agency Partner

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Sonic, Burgers, Desserts, Marketing

Sonic Corp, franchisor of the nation's largest chain of drive-in restaurants, announced the selection of Sullivan, Higdon & Sink (SHS), Kansas City, as its new below-the-line agency partner.

SHS's responsibilities will include working with Sonic on menuboard, on-lot and in-store communications, merchandising, and field and local-store marketing efforts.

"SHS brings a wealth of talent and experience that will complement Sonic's current agency roster with creative execution at the drive-in and local market levels," says Todd Smith, vice president of marketing. "Plus, selecting SHS consolidates several marketing practices to one agency that will provide synergies and efficiencies."

Rand Mikulecky, managing partner for SHS, says, "The opportunity to partner with an iconic brand such as Sonic Drive-In is exciting and we look forward to helping the brand continue to be remarkable. SHS is excited to be a part of the Sonic team and help them continue to elevate the on-lot experience."

The appointment is effective immediately. Goodby, Silverstein & Partners is Sonic's creative agency of record, and Zenith Optimedia is the brand's media agency of record. Joanne Davis Consulting assisted in the review.