CEC Entertainment brand Chuck E. Cheese’s has launched a creative review, Adweek reports. The brand spent approximately $28 million on measured media in 2014, according to Kantar Media.
The Richards Group won creative and media duties for the brand back in 2012. It is unclear if the agency will be defending in the creative review, and the brand’s chief marketing officer, Michael Hartmann, declined to comment to Adweek. Hartmann took over in the role in January, after a stint as senior marketing officer at SeaWorld Parks & Entertainment, and his arrival was likely an impetus for the review. CEC Entertainment, which owns the brand, was also purchased last year by Apollo Global Management. The arcade and family dining chain has an estimated 577 locations, mostly in the U.S. and Canada.