FOR IMMEDIATE RELEASE >>
MDB Communications Not Getting $30MM Boston Market Account
Washington ( January 12, 2009) - After months of working as a behind-the-scenes consultant to create a new brand positioning and deliver a game-changing idea for Boston Market, MDB will not be awarded the $30MM advertising account for the nationally-known fast casual restaurant.
"It's a real let down," says MDB Communications CEO Cary Hatch. "We had a perfect positioning idea based on their brand truth and a brilliant creative execution. We were convinced it would have turned around their brand. In the end losing was tough to hear, but losing to Fallon...with their legendary stature...well, let's just say we didn’t lose to Joe Flabeetz and Company."
The relationship with Boston Market came through MDB executive creative director Richard Coad, the man credited with discovering Jared for the Subway restaurant chain and pioneering the idea that became a catalyst for legendary growth. "I worked with Judy Cantrell and Rick Arras when they were CMO and CEO respectively for Shoney's and we enjoyed a great relationship. We also did some of the most effective work ever executed for the Shoney's brand. So when I learned they were now at the helm of Boston Market, I seized the opportunity to renew the relationship and introduce them to the rest of the talent at MDB."
Shortly thereafter, MDB inked a deal to become Boston Market’s national consultant to provide brand positioning and a big idea.
"At our first presentation, the entire management team at Boston Market was blown away. Sadly, we did not ultimately win. We love the Boston Market business and the people. It seemed like a great fit."
Hatch is optimistic. "We love Judy and Rick and we wish them the best of luck with their new campaign and hope to have an opportunity to work with them in the future."
As for the future of QSR advertising for MDB, "We're on the hunt," says Coad. "We have better credentials than most agencies to come up with a game-changing idea in an industry that's struggling right now. We're standing by to seize any and all opportunities to help turn around QSR and fast casual brands."
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About MDB Communications, Inc.
MDB Communications, celebrating more than 25 years of being independently owned and wholly committed, is a full-service integrated advertising and public relations firm. In addition to clients such as Fannie Mae, Loral Skynet, the D.C. Lottery and National Geographic, it works on a pro-bono basis for Samaritan Inns for the homeless and the Partnership for a Drug-Free America. Visit MDB online at www.mdbcomm.com.