OVERLAND PARK Kan. Applebee's International Inc. has 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. Applebee's 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, according to Williams.
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 sale of the company.
Applebee's said earlier this week that it needs another six to eight weeks to complete a financial review.