Dive Brief:
- After more than two decades of managing the brand and voice of Jack in the Box, Dick Sittig is out in favor of the L.A.-based David&Goliath.
- Sittig founded an agency, Secret Weapon Marketing, based on the Jack in the Box relationship, and was the creator of the fast food company’s “Jack Box” mascot.
- The move began with a creative review at the end of last year and is ultimately costing Secret Weapon Marketing the largest of its clients.
Dive Insight:
Secret Weapon Marketing, an agency founded by Dick Sittig based on a more than 20-year relationship with Jack in the Box has only three clients by design, and just lost its main source of revenue. Sittig not only created the company’s mascot, he also provided the voice for the character.
A Jack in the Box spokesperson was quoted in an Adweek article saying, "We have the utmost respect and appreciation for Secret Weapon Marketing's contributions to the growth of our brand and our business over the last 20 years, and have truly valued their partnership."
Even though David&Goliath will be handling campaigns, Jack in the Box hasn’t named the firm its agency of record just yet. It is unclear why it's leaving Secret Weapon Marketing, though the main reason likely has to do with the brand simply looking for a new perspective with its marketing.
