Inspire Brands, owner/franchisor of brands such as Dunkin', Sonic Drive-In, Buffalo Wild Wings, Baskin-Robbins and Arby's, serves its PR business to MSL following a competitive pitch.

The Sandy Springs, GA-headquartered company boasts of systemwide sales of $27B and 32K restaurants.

MSL will lead the planning and execution of fully integrated communications spanning all brands and corporate communications.

The agency will leverage its capabilities across strategy, digital, earned media, research, data and creative.

“We were drawn to MSL’s legacy of creating trends—not just following them—and making heritage brands continually and refreshingly relevant in culture,” said Inspire Brands chief communications officer Chris Fuller.

He also credited MSL's diverse and integrated team, as well as its "industry-leading influencer marketing platform Fluency that will connect our brands to our guests in authentic ways."

Publicis Groupe owns MSL.