Grey Named AOR for Tumultuous Applebee's Business
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Applebee’s, which saw the resignation of its president this month as sales continue to drop, has selected Grey as its advertising agency of record for North America, an appointment that comes as the restaurant sets out to fix every aspect of its business.
The latest agency switch at Applebee’s Neighborhood Grill & Bar comes after a major food overhaul and campaign focused on hand-cut, wood-fired steaks flopped. It also follows major executive changes at the top of the country’s largest casual dining chain, which along with IHOP is owned by DineEquity Inc.
On March 1, DineEquity Chairman and CEO Julia Stewart, who was also serving as Applebee’s president, left the company after 16 years. At that time, DineEquity Chief Financial Officer Thomas Emrey announced his resignation, effective March 15. On March 9, John Cywinski, who had been Applebee’s chief marketing officer from 2001 to 2006, rejoined the chain as president of Applebee’s.
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