Hasta La Creative!

Hooters has hired IPG media agency Initiative as it aims to fine-tune its marketing strategy.

Initiative’s scope will include not only media buying and planning but also digital strategy and analytics, according to people familiar with the matter.

“Our relationship with Initiative is just beginning, but with each project I’m reassured that we made a good decision — hiring the right agency to support our marketing efforts,” said Marc Butler, senior VP of marketing and product development at Hooters. “They have the depth of resources to help us make strategic and well thought out media decisions and the investment capabilities we need to maximize our budget.”

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