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Applebee’s seeking new ad agency

Applebee’s seeking new ad agency

Applebee’s Neighborhood Grill and Bar is searching for a new creative advertising agency, chain officials said Monday.

The casual-dining chain, which spends more than $100 million annually on advertising, said it hired Morgan Anderson Consulting to conduct a comprehensive review of its creative advertising program.

For the past five years, the 2,000-unit Applebee’s has worked with New York-based McCann, which has been invited to participate in the review, officials said.

The review is scheduled to conclude by the end of the first quarter next year.

The move comes after Applebee’s parent DineEquity Inc. last week blamed a dip in same-store sales at the brand on a failed promotion for its Stacked, Stuffed & Topped menu during the third quarter.

Officials, however, said the unsuccessful promotion didn’t have anything to do with the decision to review its agency account.

“We’ve been thinking about this for a while,” said Nancy Mays, Applebee’s spokeswoman.

Over the past several years, Applebee’s has undergone a menu overhaul, with about 80 percent of offerings new or improved, she said.

The chain also has been revitalizing units, refining its beverage strategy and building social-media marketing efforts.

“We want an agency that will take us to the next level,” Mays said.

Becky Johnson, senior vice president, marketing and culinary, for Applebee’s Services Inc., said in a statement that “Applebee’s recognizes the contributions that have been made by McCann over the years and what they’ve helped us accomplish.”

However, she added: “We’ve made significant changes to our food, beverage, menu, buildings and marketing communications in the past year. Given those changes — and the ever-shifting consumer landscape — we need to continue to evolve how we grow the health of our brand.”

The review will not impact Applebee’s ongoing relationship with media-buying agency Universal McCann, a sister company to McCann. Both are owned by mega-holding company Interpublic Group of Companies, or IPG.

Last week, Glendale, Calif.-based DineEquity said same-store sales for Applebee’s dipped 0.3 percent in the third quarter, largely due to slower traffic, after more than a year of positive sales trends.

Julia Stewart, DineEquity chairwoman and chief executive, attributed the results in part to the Stacked Stuffed & Topped promotion introduced in July, which she said “failed to resonate with guests.”

The promotion was pulled early and replaced in August with the return of Applebee’s popular two-for-$20 deal.

Contact Lisa Jennings at [email protected]
Follow her on Twitter: @livetodineout


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Topics

Crenshaw Communications
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Starting an internship at a top PR agency can be a little nerve-wracking even under ordinary circumstances. When the internship is entirely virtual, that’s a whole different story. Thanks to COVID-19, I, like many others, have started at a new workplace without meeting my team members in person. I’ve only been here a month and [&hellip]

How To Score A Great Local News Story: 5 PR Tips

Selecting the right journalist for a given piece of news is a vital skill for any PR team. It’s also important to determine whether a story has its best chance of being published as a local media item, or if it warrants a full national media outreach. For example, survey results or breaking news at [&hellip]

How Jeff Bezos Scored A PR Win

Not every billionaire CEO needs a big public relations team, apparently – just ask Elon Musk. But many successful founders do have an innate grasp of PR and media strategy. Sure, communications skills are learned, and years of experience really count in the PR biz. But when it comes to the hand-to-hand combat of media [&hellip]

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Crenshaw Communications
36 West 20th Street, 5th Floor
New York, NY 10011

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Our Insights

Guest post by Crenshaw Communications intern, Jordan Farbowitz Being an intern at a top New York PR agency has exposed me to many things I hadn’t experienced before. I’ve been able to use my content skills for press releases and bylined article drafts. I’ve sat in on calls with clients themselves, affording a glimpse into [&hellip]

Business Leaders: PR Tips To Ace Media Interviews

For any PR agency team, a major media interview for a company spokesperson is a solid win. Nothing is quite as rewarding as securing that one big interview, or even a series of them, if there’s high-profile news to share. At the same time, having a terrific media spokesperson who can nail the messaging, handle [&hellip]

Five Benefits Of Working At A Small PR Agency

PR agencies come in all shapes and sizes. Some are big, flashy and have a long and sprawling client list. Other agencies — often described as “boutique” — are smaller and less known, yet capable of producing work of the highest quality. When considering a career in PR — or a pivot from another industry [&hellip]

AdTech Pubs Every PR Pro Should Be Reading

Guest post by Crenshaw Communications intern, Jordan Farbowitz As many PR agency teams know, our work can be highly specialized, particularly in B2B public relations. Specific sectors like ad tech, for example, offer a relatively small number of relevant trade publications compared to consumer categories. That’s why it’s especially important for PR people not only [&hellip]

Now Hiring: Assistant Account Executive

Crenshaw Communications, a New York-based public relations agency specializing in B2B technology PR, is seeking an Assistant Account Executive (AAE) to join our dynamic B2B technology team. This is an opportunity to work with well-known B2B tech companies in industries like adtech, martech, cyber security, enterprise SaaS, artificial intelligence, retail tech, etc. Assistant Account Executives [&hellip]

Wanted: Senior Account Executive

Crenshaw Communications, a New York-based public relations agency specializing in B2B technology PR, is seeking a Senior Account Executive (SAE) to join our dynamic B2B technology team. The ideal team member will have worked with various B2B tech companies (e.g., adtech, martech, cyber security, enterprise SaaS, artificial intelligence, retail tech, etc.) within a PR agency [&hellip]

Notes From A Virtual PR Agency Intern

Starting an internship at a top PR agency can be a little nerve-wracking even under ordinary circumstances. When the internship is entirely virtual, that’s a whole different story. Thanks to COVID-19, I, like many others, have started at a new workplace without meeting my team members in person. I’ve only been here a month and [&hellip]

How To Score A Great Local News Story: 5 PR Tips

Selecting the right journalist for a given piece of news is a vital skill for any PR team. It’s also important to determine whether a story has its best chance of being published as a local media item, or if it warrants a full national media outreach. For example, survey results or breaking news at [&hellip]

How Jeff Bezos Scored A PR Win

Not every billionaire CEO needs a big public relations team, apparently – just ask Elon Musk. But many successful founders do have an innate grasp of PR and media strategy. Sure, communications skills are learned, and years of experience really count in the PR biz. But when it comes to the hand-to-hand combat of media [&hellip]

Topics

Crenshaw Communications
36 West 20th Street, 5th Floor
New York, NY 10011

Sign up to get our marketing newsletter with views and updates on the world of PR and communications.


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