Stone Ward Loses TCBY

DALLAS TCBY has fired Stone Ward and has asked LevyTenny to present creative and strategy to its franchise association Feb. 28, the client said.

Sources estimate the business will be worth $10-12 million.

Frann Wolfe, senior vice president of marketing for TCBY parent Mrs. Fields Famous Brands, said the client put its account into review because it wants to “reinvigorate the brand with a new vision and new way of looking at the business.”

She said the franchise group wants to portray the brand as “contemporary, exciting and delivering the benefits our consumers originally came to us for.”