dentsu X Named Media Agency of Record for Zaxby’s

dentsu X has been named media agency of record for Zaxby’s, Georgia-based saucy chicken chain, following a competitive review. The dentsu agency will now handle all media buying and planning across channels including video, audio, digital, OOH, local, search and social.

Known for its famous Chicken Fingerz, wings, and 12 flavourful dipping sauces, including its signature Zax Sauce, Zaxby’s is one of the leading quick-service restaurants in the chicken category. dentsu X will be tasked with helping grow the restaurant’s brand recognition and expanding the business across new markets with an emphasis on local media strategy.

"We are excited to collaborate with dentsu X as we strive to keep Zaxby’s top of mind for consumers in a competitive category," said Patrick Schwing, chief marketing and strategy officer. "Through an innovative, data-centric strategy for local media planning, measurement, and audience engagement, we are poised to drive business growth and amplify brand recognition with our new partners."

dentsu X won the business in a competitive review led by the Burnett Collective and began work last month. Known for its unique ability to defy convention to deliver meaningful outcomes, dentsu X works with leading brands including 7-Eleven, CarMax, Heineken, McCormick, JCPenney, and Vital Farms, among others.

“We are so excited to welcome Zaxby’s to the dentsu X family,” said Leah Meranus, CEO of dentsu X North America. “At dentsu X, we are outcome-obsessed and focus on leveraging people-based insights to drive innovative media experiences that deliver business outcomes. We can’t wait to partner with Zaxby’s to grow their store traffic volume and sales, and ultimately amplify brand fame through our suite of capabilities.”