DALLAS -- Publicis in Mid America has been awarded the general-market advertising account of Denny's, the client confirmed.
The Dallas shop won the estimated $50 million account in a review that became contentious when the client invited Dailey & Associates of West Hollywood, Calif., to pitch in the final stages of the review. The other contenders were Mullen of Winston-Salem, N.C., and Doner of Southfield, Mich.
The Rojek Cutcher Group of Cleveland consulted.
"[Publicis] was selected because they clearly understand the Denny's brand and presented solutions addressing our perception and performance challenges," said Margaret L. Jenkins, senior vice president and chief marketing officer for Denny's.
Publicis' first campaign for the Spartanburg, S.C.-based client is expected to appear in early 2003. The agency is charged with strategic development, creative and media planning and buying.
Denny's is also holding a review for its minority account. Contenders are GlobalHue of Southfield, Mich., Lopez Negrete Communications of Houston, cruz/kravetz: Ideas of Los Angeles, and E. Morris Communications of Chicago. The selection has not been finalized, the client said.