New ad agencies for Logan's

Nashville-based restaurant chain Logan's Roadhouse has picked two new advertising agencies after a competitive review. Execs at the company — which had been using Loomis of Dallas since mid-2011 — chose SapientNitro to handle its general, digital, social and creative work, website design and restaurant merchandising. Omnicom unit Zimmerman Advertising will take care of integrated media planning and buying duties.

“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.”

The change appears already to have resulted in a tweaking of the company's logo, with a cleaner version (right) replacing the old neon-heavy look.