CVR/MARC Wins 2 More DQ Franchisee Accounts

Caldwell VanRiper/ MARC has scooped up additional business from Dairy Queen, winning franchisee accounts in Ohio and Tennessee following separate reviews.

The Indianapolis shop defeated incumbent Brighton in St. Louis and Grey in New York for the Nashville, Tenn., area franchise business, a client representative said. For the Cincinnati and Dayton, Ohio, franchisee account, the agency beat out incumbent Grey, as well as Brighton and Media Solutions in Columbus, Ohio, the representative said.

CVR/MARC won the Indiana Dairy Queen business in 2000 after incumbent Campbell Mithun closed its Indianapolis field office. CM shut down following the loss of Dairy Queen’s national $35 million advertising account to Grey, said Diana Bell, CVR/MARC account supervisor.

Billings for the additional regions were not disclosed, but by comparison the chain’s Texas account has been estimated in the $7 million range, sources said.

Bell and media director Frank Freidman led CVR/MARC’s winning pitch team. Bell has a 10-year relationship with Dairy Queen, having worked on the account while at Campbell Mithun. Freidman also has a history with Dairy Queen.

“I think [our experience] was a huge selling point,” Bell said.

Earlier this month, Grey in Irving, Texas, was unsuccessful de fending the Texas Dairy Queen Operators’ Council business. Grey subsequently closed the office.

The Texas account was awarded to The Loomis Agency, Dallas, in a review that also included Brighton; Valentine Radford in Kansas City, Mo.; Warren Creative + and RuffCoffin, both in Austin, Texas.

The string of regional losses is not expected to affect Grey’s hold on the national account. “The franchises wanted more local attention,” she said.

Created by Grey, Dairy Queen’s current national advertising carries the tagline, “DQ: Something different.”