Adweek reported Denny’s hit a grand slam, selecting four White advertising agencies to pitch its business. Worth noting is contender Erwin-Penland in Greenville, South Carolina, which actually boasts a Diversity & Inclusion Council. However, it appears no minority shops were considered—which reflects the way minority diners have historically been treated at Denny’s.
Denny’s Picks 4 Finalists
Winner will succeed Goodby on the nearly $60 mil. assignment
By Andrew McMains
Denny’s has selected four finalists to compete for creative duties on its advertising account, the client has confirmed.
The shops were identified by Denny’s as MDC Partners’ Kirshenbaum Bond Senecal + Partners, Omnicom Group’s BBDO and Interpublic Group’s Gotham, all in New York, and IPG’s Erwin-Penland in Greenville, S.C. They have been briefed and will make final presentations in mid-August, according to sources.
The winner will succeed Omnicom’s Goodby, Silverstein & Partners in San Francisco, which split with the client this month.
Denny’s spent $58 million in major measured media last year, according to Nielsen. From January to April of this year, spending totaled $33 million. Those figures don’t include online spending.
The review comes amid the installation of a new chief marketing officer and a month after Denny’s CEO Nelson Marchioli left the company. The new CMO, Frances Allen, previously was CMO of Dunkin’ Brands and a marketing exec at Pepsi.
Goodby had worked on the account since early 2009.
That year and again in 2010, the shop created spots promoting free breakfast offers. Each spot aired during the Super Bowl.