IHOP appointed Campbell Ewald L.A. as its creative agency, following a creative review restricted to IPG agencies, AdAge reports.
Campbell Ewald replaces Dailey L.A., which has been the chain’s creative agency since taking over for McCann L.A. in 2012. IHOP will continue to work with fellow IPG agencies MRM/McCann on digital and social campaign elements and BPN on media planning and strategy. According to Kantar Media, IHOP parent company DineEquity spent almost $242.2 million on U.S. measured media in 2015.
“Those years with Dailey took our work very far forward. It was time to build on that success and pause and think about what’s the best way to take it onto the next level,” IHOP Restaurants senior vice president, marketing Kirk Thompson told AdAge in an interview. “We needed to do everything we were doing well at warp speed.”
Campbell Ewald’s first work for the brand is expected in September, and is rumored to include a new tagline. The brand introduced a new logo in June of 2015.
“Many of us on the Campbell Ewald team have cherished memories of eating at IHOP with our families and friends and we’re thrilled to bring this overwhelming love that guests and fans have for the iconic brand to life through the creative,” said Campbell Ewald CEO Kevin Wertz, in a statement.