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American casual chain Applebee's will soon end its relationship with creative agency of record Crispin Porter + Bogusky after more than three years.
In a statement sent to Adweek, the company said it will part ways with CP+B in early 2016 "as part of broad plans to transform the marketing and advertising direction of the brand."
Applebee's does not appear to be releasing an RFP or launching a formal review. Instead, a spokesperson said that "the company will discuss the assignment of its account with a select few potential agency partners" when its contract with Crispin ends in February 2016.
The company's svp of marketing and culinary, Darin Dugan, told Adweek, "CP+B has been a valued creative partner during our three years together, but we're taking the Applebee's brand in a new direction and believe our plans would benefit from fresh thinking and new approaches."
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