Red Robin Splits with KBS

Red Robin appears to be in search of a new creative agency.

KBS is no longer working with the client, according to sources with direct knowledge of the matter. Red Robin has yet to respond to repeated requests for comment. As of publication, a KBS spokesperson has also yet to respond to our request for comment.

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The burger-focused casual dining chain appointed KBS as its agency of record in July of 2016, following a review launched that April. KBS subsequently rolled out a man bun-mocking campaign at the beginning of the year. Red Robin had previously worked with Vitro, which it named as its AOR back in 2013.

KBS announced yesterday that it would not be participating in longtime client BMW’s creative review, which was launched in October.

from AgencySpy: http://www.adweek.com/agencyspy/we-hear-red-robin-splits-with-kbs/140859

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Chili’s Selects Fact & Fiction as Social Media AOR

Casual dining chain Chili’s Grill & Bar has appointed Boulder, Colorado-based Fact & Fiction as its social media agency of record.

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“In a rushed and oversaturated world where you have milliseconds to capture someone’s attention, we realized that telling our story through social media was an area where we could reinvent ourselves,” Chili’s chief marketing and innovation officer Steve Provost said in a statement. “We needed the right partner to challenge us, energize us and give us the production chops to be able to tell our story at the speed of social.”

“Social should be fun – it’s the perfect avenue to articulate a brand’s personality and voice strategically, yet fearlessly,” added Fact & Fiction partner Kyle Taylor. “The Chili’s brand has a strong heritage for a reason, and I’m thrilled that we get to help tell the story of what they do best: connecting friends and family over burgers, ribs and fajitas.”

Back in May, Chili’s parted ways with longtime agency partner Hill Holliday. At the time, the chain said it would move to working with agency partners on a project basis for future broadcast and digital campaigns. Hill Holliday had worked with the brand since winning the account away from GSD&M, an incumbent of some two decades, back in 2007. Chili’s subsequently launched a review which it concluded by awarding a project assignment to O’Keefe Reinhard & Paul.

Chili’s spent a total of around $129 million on measured media in the U.S. last year, according to Kantar Media.

from Agency Spy: http://www.adweek.com/agencyspy/chilis-selects-fact-fiction-as-social-media-aor/140608

Kraft-Heinz Names mcgarrybowen as Creative Agency of Record for the Planter’s Nuts Brand

CPG giant Kraft-Heinz has handed creative duties for its Planter’s nuts brand to mcgarrybowen.

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“The Planters work has shifted to mcgarrybowen,” a company spokesperson confirmed today after two weeks of email queries regarding the status of the business.

The representative declined to clarify whether this move followed a formal review.

The account had bounced around several times in recent years. In late 2014, the Kraft company consolidated work for many of its brands with four agencies: Leo Burnett, CP+B, Taxi and mcgarrybowen. Leo Burnett was seen as the big winner, taking in Planter’s in addition to Philadelphia Cream Cheese, Cool Whip and several others.

Droga5, The Martin Agency, W+K and VSA were among the losers in that round.

Several months later, Kraft and Heinz merged to create the world’s fifth-largest food and beverage conglomerate.

Yet, despite reports of Publicis Groupe taking business from other holding groups in the aforementioned shakeup, TBWA\Chiat\Day created campaigns for Planter’s as recently as 2015. It also worked on the brand before news of the big review.

Representatives for both Leo Burnett and mcgarrybowen deferred to the client for comment. We’ve reached out to TBWA and will update this post with more detail when it arrives.

According to the latest from Kantar Media, Kraft-Heinz spent $41 million promoting the Planter’s brand in 2016 and just under $27 million during the first six months of 2017.

from AgencySpy: http://www.adweek.com/agencyspy/kraft-heinz-names-mcgarrybowen-as-creative-agency-of-record-for-the-planters-nuts-brand/140598

IHOP Brings on Droga5 as Agency of Record Ahead of Its 60th Anniversary

Pancake provider IHOP has concluded a creative review and picked Droga5 as its new agency of record.

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The all-day breakfast chain called on the New York indie agency to handle creative and strategy work ahead of its 60th anniversary in 2018.

According to a statement, IHOP has ambitious plans to expand its profile for the occasion by focusing on the online ordering platform IHOP N GO and opening a series of smaller grab-and-go locations in places like casinos and universities. In October, the brand’s first post-security airport outlet opened in Dallas/Fort Worth International.

“With their impressive work and credentials, we could not think of a better agency partner than Droga5 to help us celebrate 60 years of breakfast leadership and to kick off our most exciting year yet,” said CMO Brad Haley, who moved over from Carl’s Jr. parent company CKE Restaurants in August, in a statment.

The final round of the review saw Droga5 face off against 72andSunny for an account that had been with Campbell Ewald. IHOP’s agency roster also currently includes brand-experience firm Blacktop Creative, DeVries Global on PR, MRM//McCann on digital and Initiative handling media.

The first campaign of the new partnership will launch in early 2018, with Droga5’s work “including TV and radio initiatives,” according to IHOP. Both the client and the agency declined to elaborate.

“People love the cult of IHOP as much as they love pancakes,” said Droga5 global chief strategy officer Jonny Bauer. “[Haley] has paved the way for breakthrough ideas to be able to reach every tentacle of their impressive operation.”

IHOP spent just under $90 million on measured media in the U.S. in 2016 and roughly half that much from January to June of this year.

from AdWeek: http://www.adweek.com/agencies/ihop-brings-on-droga5-as-agency-of-record-ahead-of-its-60th-anniversary/

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