West Coast burger chain Jack in the Box has appointed L.A. entertainment agency Cashmere as its social media AOR after a review, sources say.
The news comes approximately one month after The Holmes Report broke news that the company’s CMO Iwona Alter would be stepping down; she spent almost 13 years with the company.
PR Week had previously reported that the chain’s public relations and social media accounts had been placed into review.
According to our sources, David&Goliath (which was recently acquired by Hyundai’s Innocean) will remain creative agency of record for the brand but lose the social portion of the business. Jack in the Box shocked many in the agency world in 2015 when it dropped Dick Sittig’s Secret Weapon after two decades and eventually went with then-indie D&G.
Just over a year ago, the chain also split with Horizon Media, which had handled its planning and buying work for 15 years, and sent the estimated $90 million account to Carat after a review.
Cashmere, which counts Snoop Dogg as one of its longest-standing clients, specializes in creating activations for brands like Adidas, Uber Eats and E!. They’ve also handled promos for TV shows and movies like Atlanta and Get Out and, according to CCO Ryan Ford, helped introduce E! executives to a star named Kim whose last name starts with a K.
“We will keep you posted with official news once it is available,” read a response to our query from Jack in the Box PR.
A Cashmere spokesperson did not respond to emails seeking comment, nor did David&Goliath or the chain’s current PR firm, MWW.