Moe’s Southwest Grill Adds Programmatic To National Media Strategy
Restaurant chain Moe’s Southwest Grill recently hired marketing agency Engauge as its media agency of record, handling a new national television campaign and the company’s foray into programmatic buying.
“Moe’s is about 12 years old and we’ve just now gotten to the point where we’re collecting marketing dollars at the national level, rather than just at the co-op level,” said Paul Macaluso, CMO of Moe’s, which has more than 420 locations in 33 states, Washington D.C., Canada, and Turkey. “For us, we’re a young brand and we have a lot of goals for increasing brand awareness.”
AdExchanger spoke to Macaluso about the new partnership and the brand’s plans in the programmatic space.
AdExchanger: Tell me more about Moe’s decision to hire Engauge as its media AOR. What specifically will they be doing?