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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.
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