Grey Advertising USA

Agency Spy-Applebees Goes to Grey After a 6-Agency Review

USAOFFICES

  • Toggle Nav

    USA

    USAUSA

    Agency Spy-Applebees Goes to Grey After a 6-Agency Review Agency Spy-Applebees Goes to Grey After a 6-Agency Review

    Applebee’s named Grey as its creative agency of record, following a review launched in December. 

    By Erik Oster | March 13, 2017

    The WPP network’s New York and L.A. offices will handle the account, the latter due to its proximity to parent company DineEquity’s headquarters.

    Last month, we learned that the review was down to three finalists, with Grey apparently beating out BBDO and Argonaut to be named the chain’s agency of record, making it the third agency to hold that distinction in the past two years. According to an internal memo from Grey CEO Debby Reiner, 24 agencies responded to the RFP, with a group of six later reduced to the three aforementioned finalists.

    Previous lead Barkley won the account after Applebee’s ended its relationship with CP+B in November of 2015. The Kansas City indie shop launched the brand’s “largest marketing initiative to date” with a campaign focused on the chain’s wood-fired steaks last summer, then went through a “staffing adjustment” that reportedly did not decrease its overall headcount.

    “We couldn’t be more excited to begin working with Grey,” Applebee’s interim senior vice president of marketing and culinary Jeannine D’Addario said in a statement reported by Adweek. “In addition to their deep experience, capability and creativity, the team at Grey has a solid understanding of Applebee’s evolving consumer, the brand’s legacy and our goals to ignite change and deliver original and compelling work.”

    Earlier this month, DineEquity named John Cywinski as Applebee’s new president. He previously spent five years as CMO for the chain, beginning in 2001, and will be tasked with reversing “sluggish” sales. According to Kantar Media, the chain spent around $160 million on measured media in the U.S. last year. No word on whether that total will change.

    In today’s memo, Reiner wrote, “We will be responsible for creative development, market strategy and brand positioning, crafting engaging campaigns that resonate with their customers nationally. Our integrated communications effort will launch in July.”

    “We’ll celebrate after the blizzard,” she added.

    News

  • The Drum - What the hell are ad people supposed to do at SXSW?

    The spirit of SXSW is serendipity – catching the unexpected, the nascent thread, the spark.

    Read
  • Agency Spy-Applebee's Goes to Grey After a 6-Agency Review

    Applebee’s named Grey as its creative agency of record, following a review launched in December. 

    Read
  • Adweek- NFL Brings Back Super Bowl Babies Dressed Up as Football Legends

    Look-alike players, coaches and more

    Read
  • The Drum- Febreze pays tribute to the coveted ‘halftime bathroom break’

    Febreze pays tribute to the coveted ‘halftime bathroom break’ in first-ever Super Bowl spot

    Read
  • Strategy- Grey acquires Tank

    The Montreal agency will retain its name as president Marc Lanouette becomes CEO of the network in Canada.

    Read
  • All Articles
  • The Drum - What the hell are ad people supposed to do at SXSW? View
  • Agency Spy-Applebee's Goes to Grey After a 6-Agency Review View
  • Adweek- NFL Brings Back Super Bowl Babies Dressed Up as Football Legends View
  • The Drum- Febreze pays tribute to the coveted ‘halftime bathroom break’ View
  • http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:News&fq=site_root:us&wt=json&facet.sort=count&facet=true&start=0&rows=4&group.limit=30&sort=newsdate%20desc
    http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:News&fq=site_root:us&fq=news_featured:"true"&wt=json&facet.sort=count&facet=true&group.limit=30&sort=newsdate%20desc
    10.0.1.86