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IHOP has invited 21 agencies to pitch the creative portion of its $30 million ad account, according to a six-page request for proposals issued last week.
The RFP indicates that the restaurant chain is looking for a shop to provide strategy and broadcast creative. Not included in the review are point-of-purchase work or media planning and buying.
Some 150 shops had contacted the chain about the review. The search is being led by Atlanta-based consultant Gregg Nettleton, who declined to name the agencies who had been invited.
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