News

Johnny Rockets selects B2B advertising AOR

April 26, 2013

Johnny Rockets announced that it has chosen Los Angeles-based Silvercrest Advertising as its business-to-business (B2B) advertising agency-of-record.

Throughout the past few months, the agency, led by co-founders William Rodriguez and Ryan Gesler, has implemented a strategic media planning and buying plan for Johnny Rockets that has already generated measurable results, according to a news release. In support of the company's focus on increasing franchise sales — particularly in nontraditional venues — Silvercrest developed a media plan to introduce the brand's franchise opportunity to key industry decision makers.

Four-color ads were placed in targeted publications that cater to these niche markets, with Silvercrest often securing free full-page ads, free buyers' guide premium listings and ad size upgrades at no additional cost due to its relationships with the publications. Silvercrest also arranged for key Johnny Rockets franchise partners to be profiled within several of the magazines.

"Silvercrest negotiated and implemented a media plan for Johnny Rockets that was strategic, thorough and filled with added value," said Jeff Seeberger, vice president, Franchise Sales for Johnny Rockets. "Our ads in targeted trade publications were submitted accurately and on time, and we received approximately $30,000 in complimentary editorial space, cover placement, ad size upgrades and premium listings. We've been extremely pleased with Silvercrest's attention to detail, high regard within the media community, and ability to deliver — and often, over-deliver — on what they promise."

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