NEW YORK Applebee’s has consolidated its marketing and media business at Interpublic Group’s McCann Worldgroup.
Media buying and planning and below-the-line chores are now moving into the Worldgroup camp, where Universal McCann and MRM will likely work on aspects of the assignment.
A UM rep confirmed adding work from Applebees; an MRM rep had no immediate information about additional assignments, though it is already an Applebee’s roster shop.
In 2008, the Lenexa, Kan.-based casual restaurant chain spent $154 million in domestic measured media; through June, the client spent $76 million on ads, per Nielsen.
Media planning and buying duties have been at Publicis Groupe’s Starcom in Chicago.
Starcom declined comment and Applebee’s execs did not return calls.
McCann Erickson won creative duties on the business in 2007 after IHOP, already an agency client, acquired Applebee’s in a $1.9 billion transaction.