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Applebee's

Media | 1 year, 11 months ago


Pitch

PITCH

Media

TargetSUMMARY | About this pitch

Applebee's recently confirmed that it is parting ways with their advertising agency of three years, CP+B (a member of publicly traded MDC Partners). The restaurant chain is ending its relationship with the MDC Partners agency as "part of broad plans to transform the marketing and advertising direction of the brand," the company said in a statement. It wasn't immediately clear what that would mean for its marketing, but a sizeable overhaul can be expected. "CPB has been a valued creative partner during our three years together, but we're taking the Applebee's brand in a new direction and believe our plans would benefit from fresh thinking and new approaches," said Darin Dugan, the chain's senior VP-marketing and culinary. Applebee's does not appear to be releasing an RFP or launching a formal review. Instead, a spokesperson said that "the company will discuss the assignment of its account with a select few potential agency partners" when its contract with Crispin ends in February 2016. Applebee's spent $165.4 million in U.S. measured media last year, according to Kantar Media. The question is: How can your agency get a slice of that Blue Ribbon Brownie?

Client CLIENT | Applebee's's Customer Analysis


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