Denny’s Multicultural Review Results Pending.

Denny’s restaurants has awarded its general market advertising account to Publicis in Mid America Dallas.

The final selection was made after a three-month national review aimed at finding a full-service agency for creative development and media purchasing.

“Publicis Dallas was selected because they had the ideal combination of strategic thinking, media savvy and creative abilities. They clearly understand the Denny’s brand and presented solutions addressing our perception and performance challenges,” said Margaret L. Jenkins, senior vice president and chief marketing officer for Denny’s, who joined the company in May. “I’m delighted to have Publicis Dallas as the partners that are going to help shape our future.”

“The Denny’s brand has tremendous equity that is just waiting to be leveraged,” said Steve Price, president and chief operating officer, Publicis in Mid America Dallas. “We are thrilled to have the opportunity to work hand-in-hand with the team at Denny’s to take this great brand to the next level.”

The agency’s first campaign for the company is expected to appear in early 2003. The agency will provide a full range of advertising services and be responsible for all strategy development, broadcast creative, and media.

As part of the agency search, Denny’s also reviewed agencies for African-American and Hispanic consumers. The selection of these partners has not been finalized.

In the review:

African American:

Interpublic’s GlobalHue, Southfield, Mich.
E. Morris Communications, Chicago

Hispanic:

GlobalHue, San Antonio
Cruz/Kravetz: Ideas, Los Angeles
Lopez Negrete Communications, Houston

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