Adweek reported Denny’s followed its divorce from Goodby, Silverstein & Partners with the hiring of a new Chief Marketing Officer. Given Denny’s infamous history with discrimination and racism, it seems like the perfect opportunity to demonstrate corporate progress by choosing a minority agency to handle its advertising chores.
Ex-Dunkin’ Exec Joins Denny’s as CMO
The chain spends $60 mil. annually in measured media
By Adweek Staff
A week after splitting with Omnicom’s Goodby, Silverstein & Partners on its $60 million ad account, Denny’s has named Frances Allen chief marketing officer, an open position.
She held that title at Dunkin’ Brands from 2007-09, where her primary agency partner was IPG’s Hill, Holliday in Boston. Her resume also includes tenures at Pepsi-Cola, Sony Ericsson and Frito-Lay.
Debra Smithart-Oglesby, interim chief executive officer and board chair of Denny’s, said in a statement: “We believe her ability to drive brand reputation through compelling marketing campaigns will play an important role at Denny’s. [She] will be responsible for enhancing the focus of our national and local marketing efforts in order to re-energize and grow the Denny’s brand.”
Denny’s has more than 6,000 U.S. stores. Most of the chain’s advertising has centered around its breakfast offerings, including high-profile promos in the last two Super Bowls.
The company has had a series of management changes of late, with CEO Nelson Marchioli, who led the firm since 2001, leaving in June amid pressure from investors to transition Denny’s to a franchise-oriented business model.
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