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Panda Express announced the appointment of Bailey Lauerman as its new creative agency of record. The assignment includes strategy, creative development, and promotional advertising for Panda Express’ more than 1,650 fast-casual restaurants located throughout the U.S., Puerto Rico, Guam, Mexico, and Canada.
The announcement follows a review initiated in October that was managed by External View Consulting Group of Culver City, California.
“We’re excited to partner with Bailey Lauerman to tell the Panda story of a family-owned business with a family of associates serving guests a wide variety of quality, Chinese-inspired food,” says Dave Wallinga, vice president of guest marketing for Panda Restaurant Group Inc. “We selected Bailey Lauerman for its breadth of experience, planning strength, and strong creative capability. Their team was also a great match for us from a values perspective.”
Bailey Lauerman, headquartered in Omaha, Nebraska, was named 2013 Small Agency of the Year by Advertising Age.
“Panda Express is the only organization that’s cracked the code on creating a successful, sustainable Asian fast-casual dining concept on a national scale,” says Andy Fletcher, CEO of Bailey Lauerman. “They understand what it takes—from the quality of the food to the quality of the guest experience—to succeed in this highly competitive category. To have this chance to work with such an incredible organization is just an amazing opportunity.”
“From their founding story, to the success that is shared with all of their associates, to their empowering company culture, it’s impressive to see what a deep understanding this organization has of who they are at their best,” says Carter Weitz, Bailey Lauerman’s chairman and chief creative officer. “We felt from the very beginning of this process that Panda was a great match for both the talent and culture of our agency. We can’t wait to work together to further develop their brand in a way that reflects who they truly are and why their customers love them.”