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Logan's Roadhouse® Announces New Integrated Communications Agency Roster

Stocks in this article: OMC SAPE

NASHVILLE, Tenn., Oct. 8, 2013 /PRNewswire/ -- Logan's Roadhouse, a leading casual steakhouse chain, today announced two integrated communications agency appointments. SapientNitro (NASDAQ: SAPE) and Zimmerman Media Group (ZMG) of Zimmerman Advertising join as new agency partners, signaling the expansion of the chain's digital and social marketing and media strategies.

"Both SapientNitro and Zimmerman Advertising demonstrated an understanding of the Logan's Roadhouse guest, our brand and the opportunities in our marketplace," said Logan's Roadhouse chief marketing officer, Todd Townsend. "As opportunities for expanding guest relationships and dialogue increases and the need for precise marketing and media targeting continues to grow, we are evolving our marketing mix to build even more dynamic relationships with our guests across all opportunities."

Both agencies were awarded the business after a competitive review among multiple agencies. SapientNitro, recognized for engaging consumers by creating integrated, immersive stories across brand communications, digital engagement and omni-channel commerce, will manage all general, digital, social and creative responsibilities, website design and restaurant merchandising for the entire steakhouse chain in North America, effective immediately.

"The restaurant experience is drastically changing and Logan's Roadhouse realized that.  Today's always-on guests are evolving and want to personally connect with their restaurant experience across all touch points," said SapientNitro's executive creative director, Bill Pauls. "We're honored to be working with such a respected restaurant chain in the U.S."

Zimmerman Media Group, a unit of Zimmerman, will manage all integrated media planning and buying duties.

"There's nothing more powerful than an authentic brand, and Logan's is the real deal," says Zimmerman Advertising founder and chairman, Jordan Zimmerman.  Zimmerman CEO Pat Patregnani added, "Logan's will be the first new client since announcing Zimmerman 3.0, a new phase that encompasses a host of innovations recently integrated into our agency model, and we are extremely excited to move forward with such a great brand."

Mike Andres was appointed president, CEO and chairman of the board for the Nashville-based chain in February.  Todd Townsend joined the team as chief marketing officer in September of 2012, tasked to lead the marketing and product development teams with responsibility for marketing and culinary strategy, integrated communications, merchandising, brand management, promotions, pricing, menu, and food innovation and development.

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