Dairy Queen Media Takes Sundaes to Spark

Spark Communications has filled its TGI Friday’s hole. Seven months after losing the restaurant’s media business, the Chicago shop has added Dairy Queen’s media account.

The brand’s media spending totaled about $100 million last year, according to Nielsen.

Spark, a unit of Publicis Groupe’s Starcom MediaVest Group, succeeds WPP Group’s MediaCom on the business. DQ’s creative account remains at WPP’s Grey in New York.

The shift followed a review involving three other finalists, including MediaCom. Spark will handle both planning and buying for the Berkshire Hathaway-owned chain, which is based in Edina, Minn., and has about 5,900 locations in the U.S.