Mullen Stays Hot, Competes for Denny’s

BOSTON—Denny’s, in the midst of reviews for several pieces of its marketing puzzle, last week named Mullen’s office in Winston-Salem, N.C., as one of four finalists for its general-market account. The Spartanburg, S.C.-based division of Advantica Restaurant Group also said it is considering Bernstein-Rein, Kansas City, Mo., Doner in Southfield, Mich. and Publicis in Mid America, Dallas. Denny’s general-market incumbent was WestWayne in Tampa, Fla. Denny’s began a search in March to trim the roster of agencies that had a piece of its $50 million account. Assisting with the review is The Rojek Cutcher Group in Cleveland. Following a flat year in 2001, Interpublic Group’s Mullen, based in Wenham, Mass., has been on a hot streak, adding as much as $50-75 million nationwide.

Verizon SuperPages Taps Kirshenbaum

NEW YORK—Verizon SuperPages has awarded Kirshenbaum Bond & Partners its $30-40 million account following a two-month review, the client confirmed. The shop beat out Bozell in New York and TBWA\Chiat\Day in Playa del Rey, Calif., for the assignment, which includes creative, media planning, interactive and multicultural marketing. The New York agency said it will collaborate with Bromley Communications, based in San Antonio, on ethnic advertising. Media buying, handled by Zenith Media in New York, is unaffected. The Dallas-based client split with Interpublic Group’s Deutsch in February after the New York shop took on branded-services duties for MCI, a rival of SuperPages parent Verizon Communications. New York consultancy Combustion managed the search. In addition to SuperPages, Kirshenbaum has landed $30 million in billings from VF Intimate Brands, Meow Mix, ClearBlue Easy and ClearPlan Easy since the beginning of the year.

Gaffney Advances at Havas’ MPG

BOSTON—John Gaffney, elevated last week to chief operating officer of Havas’ Media Planning Group USA, will for the time being retain his oversight duties at Arnold MPG, where he has been president. The 175-person Arnold MPG unit, which oversees media chores for Volkswagen of America, The American Legacy Foundation, Royal Caribbean and other clients, will likely name a new president or general manager, sources said. Neither Gaffney nor MPG officials could be reached.

Hotline Roundup

BOSTON—Partners & Simons added advertising chores for Bedford, Mass.-based Millipore, a supplier of products used in the biotechnology and pharmaceutical industries. … Following a review, software company Vignette selected Young & Rubicam of San Francisco—led by CEO Penny Baldwin, who formerly helmed Arnold’s West Coast operations—for its $10-15 million account. … RainCastle Communications, Newton, Mass., added assignments from Abiomed, Northland Investment, Repligen and Thermogenic Imaging.

For the Record

The software partner in Digitas’ Multi-Channel Marketing Lab is SAS [Adweek, May 20].