Culver’s picks new agency of recordCulver’s picks new agency of record

PRAIRIE DU SAC Wis. Culver Franchising System has named MARC USA its marketing agency of record, responsible for all advertising, public relations and media buying for the 368-unit Culver’s chain. Billings were not disclosed.

Culver’s picked MARC’s Chicago office to service the account after a final review that included Cramer-Krasselt, McClain Finlon and BVK. Culver’s previous agency of record, Jacobson Rost, did not participate in the review.

MARC was chosen after presenting a “big, branded creative concept supported with outstanding passion and commitment,” said Chris Contino, Culver’s vice president of marketing.

The agency plans to launch an integrated campaign in early spring 2008 in 55 markets. Media will include TV, radio, print, outdoor and online.

Culver’s, based here, is known for its frozen custard and signature ButterBurgers.