OVERLAND PARK, KAN. Applebee’s International Inc. 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. The company 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, Williams said. —
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 a possible sale of the company. Applebee’s said earlier this month that it needed another six to eight weeks to complete a financial review. —
