DENNY'S HISPANIC ACCOUNT GOES TO CRUZ/KRAVETZ

Agency Has Ties With Restaurant Chain's Marketing Chief

By Published on .

CHICAGO (AdAge.com) -- Denny's Corp. confirmed it awarded the Hispanic marketing duties on its $50 million account to Cruz/Kravetz:Ideas, Los Angeles.

The independent shop will handle all TV, radio and print creative and media planning and buying effective Sept. 1. Its first campaign will break early in 2003.

Denny's selected Cruz/Kravetz over Interpublic Group of Cos.' GlobalHue, San Antonio, and Lopez Negrete Communications, Houston. Publicis Groupe's Publicis Sanchez Levitan, Miami, which launched Denny's first Hispanic effort in 1996, did not defend the account.

African-American account
The Spartanburg, S.C.-based

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family dining chain has yet to announce its agency assignment for African-American consumers. Earlier speculation pegged the Southfield, Mich., office of GlobalHue as the winner over E. Morris Communications, Chicago, but a Denny's spokeswoman said the review is ongoing. She said a final decision on the account would not be made until the end of the year.

Earlier reports unfounded
She was quick to note that early reports over the national general market agency choice were rendered false when Publicis' Publicis in New York, bested late entry Interpublic's Dailey & Associates, Los Angeles.

Margaret Jenkins, Denny's senior vice president and chief marketing officer, has ties with the agency. Cruz/Kravetz handled the account for the Advantica Restaurant Group sibling El Pollo Loco, where Ms. Jenkins was vice president of marketing.

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