In November, Applebee’s chose to part ways with CP+B after working with the MDC agency since 2012 as part of an effort to “transform the marketing and advertising direction of the brand” (read: cut costs).
The company said that it would be choosing a new creative partner in early 2016 after its contract with CP+B expires next month, then announced its move to Barkley of Kansas City (which had previously worked on menu design and other creative projects) in December.
This week, CP+B’s L.A. office made some changes directly related to the loss. From an agency spokesperson:
“As we wind down our commitments with Applebee’s we are adjusting our staffing accordingly, which means we are parting ways with less than 4% of our staff. Saying goodbye to colleagues and friends is the most difficult part of this business and something we do not take lightly. We are working closely with those affected to support their efforts in moving forward.”
We hear that the total number of departing employees is slightly greater than a dozen.
No senior creatives were let go, but the affected group includes an art director, a digital producer, a senior producer, an ACD, two CDs, a digital ACD and a VP/executive integrated producer, among others.
CP+B Los Angeles’ most recent high-profile project is its coming Super Bowl spot for PayPal.