Hasta La Creative!

A CMO change, a big sales slump, or lackluster work that’s not getting recognition. Typically, these are the sorts of things that lead to an ad agency change. But not in the case of Denny’s, which in a surprise move has dumped its agency of record for the past three years, Interpublic Group of Cos.-owned Gotham in New York. It will be replaced by Greenville, S.C.-based agency Erwin Penland.

Erwin Penland has been a partner of Denny’s during Gotham’s time on the account, handling in-store advertising among other duties. The move appears to be part of a desire to cut its roster and work with fewer agencies. Said Denny’s as part of its statement: “We see the opportunity to both consolidate our business for efficiency and enhance our united national and local marketing and advertising efforts, while upholding the high creative standards that have been set by Gotham.”

“It is a badge of honor for us to have worked in a category that’s been down since the recession started and help a brand that’s 60-plus years old be competitors in casual dining and quick serve on a much smaller budget,” said Gotham President Nick Johnson. “And, to do that not just in TV but in digital and social is something we’re very proud of. Last year, we won both a Brand Renaissance Effie and a Branded Content Lion for Effies, and that was less than two years after we won the business from Goodby Silverstein. We are very proud of this case study and have had a number of foodservice clients come to us in the past year-and-a-half based on the Denny’s work. We’re excited to find another partner in the space.”

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