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Applebee’S Launches Agency Review; Looks For ‘Compelling’ Ads

Applebee’S Launches Agency Review; Looks For ‘Compelling’ Ads

OVERLAND PARK, KAN. Applebee’s International Inc. launched an agency review just a month after the casual-dining chain hired George Williams as its new chief marketing officer. —

Draft FCB Chicago, Applebee’s agency for seven years, declined to defend the account. The company spent $183 million on media last year, according to Nielsen Monitor-Plus. The review is expected to be completed by the end of the second quarter, Williams said. —

The 1,942-unit chain is looking for “fresh, new and compelling advertising” to stimulate sales, Williams said in a statement. —

Applebee’s recent advertising has been a mix of styles, including its signature “geezer-rock” commercials—which featured old rock tunes rewritten to promote specific products—a short-lived singing duo called “The Applebee’s Guys,” and ads featuring noted chef Tyler Florence. —

The agency review comes as Applebee’s is exploring options to increase shareholder value, including a possible sale of the company. Applebee’s said earlier this month that it needed another six to eight weeks to complete a financial review. —

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