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Applebee’s International Chooses Partner
CHICAGO–Foote, Cone & Belding here is expected to break a brand campaign this fall that will seek to capitalize on Applebee’s International’s Neighborhood Grill and Bar’s positioning as a “mainstream American restaurant concept,” according to Ron Bess, president of FCB Worldwide. The Chicago office of the agency picked up the $36 million creative portion of the Overland Park, Kan.-based restaurant chain’s advertising account last week. Foote, Cone & Belding replaces Wyse Advertising in Cleveland, which was ousted in the review for the brand that came down to finalists Campbell Mithun Esty, Minneapolis, and The Richards Group, Dallas.