'Mind and Mood' Wins Menu

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Foote, Cone & Belding here conducted “Mind and Mood” consumer research to conceive three ideas it pitched to win the creative portion of Applebee’s International’s $35 million advertising account.
The agency is expected to break a brand campaign this fall that will seek to capitalize on Applebee’s Neighborhood Bar and Grill’s positioning as a “mainstream American restaurant concept,” said Ron Bess, president of FCB Worldwide.
FCB replaces Wyse Advertising in Cleveland, which was ousted in a review that came down to finalists Campbell Mithun Esty in Minneapolis and The Richards Group of Dallas.

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