Denny’s Picks Four Finalists

Denny’s has selected four finalists to compete for creative duties on its advertising account, the restaurant chain has confirmed.
The shops were identified by Denny’s as MDC Partners’ Kirshenbaum Bond Senecal + Partners, Omnicom Group’s BBDO and Interpublic Group’s Gotham, all in New York, and IPG’s Erwin-Penland in Greenville, S.C. They have been briefed and will make final presentations in mid-August, according to sources.
The winner will succeed Omnicom’s Goodby, Silverstein & Partners in San Francisco, which split with the chain this month.
Denny’s spent $58 million in major measured media last year, according to Nielsen. From January to April of this year, spending totaled $33 million. Those figures don’t include online spending.
The review comes amid the installation of a new chief marketing officer and a month after Denny’s CEO Nelson Marchioli left the company. The new CMO, Frances Allen, previously was CMO of Dunkin’ Brands and a marketing exec at Pepsi.
Goodby had worked on the account since early 2009. That year and again in 2010, the shop created spots promoting free breakfast offers. Each spot aired during the Super Bowl.
Media duties are not in play and remain at Publicis Groupe’s Optimedia.