Applebee’s has consolidated its marketing and media business at Interpublic Group’s McCann Worldgroup, sources said.
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, per sources.
In 2008, the Lenexa, Kansas-based 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.
Reps at Applebee’s, McCann and Starcom could not immediately be reached.
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.