Sonic recently announced that it has picked Mother as its next creative agency of record. Don’t worry the ‘two guys’ from the ads will also be heading over to Mother. This move comes as the brand tries to boost the brand’s relevance among diners faced with a variety of fast-food options. The appointment of Mother comes after a review. Prior to the appointment, creative agency Goodby Silverstein & Partners handled the account for eight years.
Goodby Silverstein & Partners Relationship with Mother
Goodby Silverstein & Partners has handled the brand’s account since 2011. According to Sonic, their breakup was mutual, hence, they didn’t participate in the review. The agency will work with the brand until the end of 2019. Before the brand worked with Goodby Silverstein & Partners, they worked with Barkley for 17 years.
Sonic Picks Mother as Next Creative Agency of Record
Like it said earlier, the agency won the account after a review. The review was handled by Joanne Davis Consulting and they visited each of the final four agencies which competed in the review. It is unclear, which other agencies participated in the review. Mother’s Los Angeles office will be handling Sonic’s account. New work from the agency will begin to appear from 2020.
Sonic Speaks on the Appointment
Sonic Chief Marketing Officer Lori Abou Habib spoke on the announcement. She tried not to divulge much on the marketing plans but assured fans that the two guys featured in their ads will still definitely “be in the mix” in marketing. She added that the brand will be exploring some new creative opportunities. The two guys are played by comics Peter Grosz and T.J. Jagodowski. They first appeared in ads created years ago by Barkley.
According to Abou Habib, the brand chose Mother due to its creative ideas, insights and data-driven approach which was presented throughout the pitch process. She also stated that the brand’s retail experience had a role in the appointment. She stated that she wants Sonic to become more culturally relevant, with marketing that does not feel “forced and overly corporate.”