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Pitch won by: Conill


Pitch

PITCH

Agency of Record

TargetSUMMARY | About this pitch

Denny's has appointed Publicis Groupe’s Conill as its Hispanic advertising AOR following a competitive review. IPG’s Casanova//McCann previously served as Denny’s Hispanic agency.

The California-based agency will handle strategy, creative development, social media and digital communications targeting Hispanic audiences at both the local and national level.

Conill will also work very closely with Denny’s longtime agency partners Erwin Penland and Blue 449 to ensure a "holistic brand message" across all guest segments, according to the client.

Denny's advertising expenses for 2016, 2015 and 2014 were $13.1 million, $12.5 million and $12.3 million, respectively, although local co-op dollar contributions from franchisees bring total annual budgets into the $70 million-plus range. The budget for Hispanic advertising was not immediately available.

Denny's is undergoing significant changes as it attempts to appeal to today's diners. The casual dining chain focuses on four demographics - Hispanics, Millennials, families with kids under 12, and Boomers - through traditional and new media.

Client CLIENT | Denny's's Customer Analysis


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