Joe’s Crab Shack Announces New Advertising Agency of Record

McCann and UM chosen to build on successes and lead the next phase of brand development

HOUSTON--(BUSINESS WIRE)--Ignite Restaurant Group (NASDAQ: IRG) has announced McCann Erickson New York as advertising agency of record for its restaurant brand Joe’s Crab Shack, with media planning and buying to be handled by sister agency UM (Universal McCann). Leadership at Ignite sees the move as the next step in the continued development of its growing brand. The new partnership builds upon the success of previous campaigns that have positioned Joe’s as a leader in offering the highest-quality seafood in a fun atmosphere for the whole family.

“We are eager to build upon Joe’s strong brand awareness with innovative creative and tactics that highlight the breadth of the Joe’s experience.”

“We believe the new partnership with McCann and UM will allow us to build upon our brand recognition by highlighting our unique menu items at Joe’s Crab Shack,” said Ignite Chief Marketing Officer Robin Ahearn. “We want to use this next phase of advertising and marketing to drive frequency with our current guests and introduce Joe’s Crab Shack to new guests across the country.”

McCann and UM’s scope of work will include account management, strategy, creative, production, and media planning and buying.

“With a team that is committed to providing an excellent customer experience and the brand’s growth, Joe’s is a great partner for our agency,” said McCann North America President Hank Summy. “We are eager to build upon Joe’s strong brand awareness with innovative creative and tactics that highlight the breadth of the Joe’s experience.”

Ignite will begin working with McCann immediately and anticipates that the global agency will influence elements beginning with its 2013 spring campaign.

Ignite’s agency review process was conducted by Pile and Company.

About Ignite Restaurant Group

Ignite Restaurant Group, Inc. (NASDAQ: IRG) owns and operates two restaurant brands, Joe's Crab Shack and Brick House Tavern + Tap. Each brand offers a variety of high-quality, chef-inspired food and beverages in a distinctive, casual, high-energy atmosphere. Joe's Crab Shack and Brick House Tavern + Tap operate in a diverse set of markets across the United States. Joe's Crab Shack operates 130 restaurants in 31 states and Brick House Tavern + Tap operates 15 restaurants in 9 states.

About McCann Erickson NY

McCann Erickson New York is the flagship and largest office of McCann Erickson Worldwide, the world’s largest advertising agency network with operations in more than 120 countries and a client roster that includes preeminent global marketers and many of the world’s most famous brands. The agency is a unit of McCann Worldgroup, a leading global marketing solutions network, comprised of a collaborative roster of best-in-class agencies that emphasize creativity, innovation and performance.

About UM

UM (www.umww.com), a division of IPG’s Mediabrands, is a global marketing communications agency that represents some of the world’s leading marketers and strategic thinkers. Our clients include Chrysler, Coca-Cola, ExxonMobil, Johnson & Johnson, L’Oreal, Microsoft and Sony. As part of the Interpublic Group of Companies, UM has 151 offices in 127 countries and employs 3,600 creative thinkers and doers. UM has set out to prove that “Curiosity Works.” A performance driven agency with avid curiosity, enthusiastic collaboration and resolute accountability at its core, UM breeds a culture of curious collaborative thinkers. Yes&, for this reason, UM holds itself to a higher standard where the opportunity to take an idea further is a mandate. UM is consistently ranked as a top-ten global media network. A leader in advanced analytics, UM was named the 2011 “Media Analytics Agency of the Year” by Media Magazine.