Denny's to WestWayne

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Denny’s Restaurants last week awarded lead creative duties to WestWayne, as the client continues its rebranding strategy. Annual ad spending is estimated at $10 million.
Following a three-month review, the Spartanburg, S.C., chain chose WestWayne in Tampa, Fla., over New York’s Kaplan Thaler Group. “We brought in one strategy and [presented] three [spec] campaigns,” said Jeff Johnson, WestWayne’s Tampa president. “We’re approaching it from an emotional perspective because of the heritage of Denny’s and the role it plays in the lives of the American family.”
Roy Getz, Denny’s marketing vice president, said WestWayne “demonstrated a complete understanding of our consumers [and] outstanding broadcast capabilities to communicate our repositioning strategy.”
WestWayne’s challenge: to reposition Denny’s and attract younger customers.


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