WILBRAHAM Mass. Friendly Ice Cream Corp. has picked Omnicom Group’s Zimmerman Advertising of Fort Lauderdale, Fla., as agency of record for the company’s Friendly’s Restaurants chain.
Zimmerman, the 15th largest agency in the United States, won the $25 million account after an initial review involving five agencies was whittled to three. Sun Capital Partners of Boca Raton, Fla., acquired Friendly last summer, and the agency review began in October.
Zimmerman will be responsible for creative, strategic planning, media and production services for the family-dining chain, which has more than 500 units in the Northeast.
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