Church’s Chicken , a division of AFC Enterprises, Inc. (Ticker: AFCE), taps Atlanta-based Fletcher Martin as the agency of record for print and media throughout the eastern United States. The scope of work includes co-op management, media planning and buying, and a direct mail program through FM’s highly specialized traffic generators division.
Mark Williams, Church’s national field marketing director explains the selection, “Fletcher Martin emerged as the unanimous selection of the group based upon: a clear understanding of our extensive account service needs and expectations, a solid staffing plan (transitional and ongoing), strong broadcast media planning/buying capabilities and an ability to deliver a high level of print expertise.”
FM has already begun immersing itself in the Church’s brand with Andy Fletcher joining the agency’s account leaders in attending the Church’s Chicken 2008 Global Convention, where Church’s outlined their strategic direction for 2008 and beyond. The convention brought the agency face-to-face with Church’s executive team, key franchisees, and restaurant management personnel to experience an engaging and rich agenda, including the unveiling of the next evolution of Church’s marketing campaign. As part of the new initiative, attendees were enlisted to deliver the brand’s promise to their multicultural and diverse consumer base.
“We are excited by the many challenges the chicken category faces within the QSR market,” says Andy Fletcher. “The Church’s brand is dedicated to creatively connecting with multi-cultural market segments and we look forward to working with their branding company, Cartel in San Antonio.”
