How Denny's Was Won

Publicis in Mid America’s extensive research into Denny’s brand was a major reason the shop won the chain’s estimated $50 million general-market account, the agency said.

President and chief operating officer Steve Price also said the shop’s strengths in strategic positioning, media and creative helped it best Mullen of Winston-Salem, N.C., Doner in Southfield, Mich., and Dailey & Associates of West Hollywood, Calif. Incumbent WestWayne in Atlanta did not participate in the review.

Publicis gained much of its in-sight into Denny’s brand by speaking to customers of competing restaurants in eight markets across the U.S.