Doner has won the agency-of -record account for Perkins restaurants after a review.
Doner will handle TV, print, point-of -sale, digital and social media, media planning and buying, promotions and event support. U.S. media spending in 2010 was said to be about $11 million, according to people familiar with the account.
"The chemistry we had with Doner and their expertise in field marketing and the retail and restaurant industries made them the perfect choice to help reignite our momentum," said Cheryl Ahlbrandt, exec VP-marketing and research and development, at Perkins & Marie Callender's.
Perkins, founded in 1958 and based in Memphis, Tenn., has been facing trouble in recent months. It became part of Perkins & Marie Callender's in 2006 after the merger of Perkins Restaurants and Marie Callender's Restaurant & Bakery -- a company that in June filed for bankruptcy. The filing was estimated to cost 2,500 employees their jobs and result in 58 store closings. The move, which is supposed to be completed by late October, would give control of the company to investment firm Wayzata Investment Partners.
Perkins operates 442 restaurants in 34 states and five Canadian provinces. Of the 442 locations, 312 are franchised units.
Doner in May won AutoZone, an estimated $60 million piece of business. In November, it won Chrysler dealer and retail businesses and has since picked up additional duties for the Chrysler, Dodge and Jeep brands. Additional wins in the last year include creative for audio company Harman, which manufactures JBL and Harman/Kardon speakers and electronics, and Cat's Pride cat litter. In that time it lost the Great Wolf Lodge account.
Doner was ranked at No. 58 on Ad Age Data Center's top U.S. agency list, bringing in an estimated $133 million in U.S. revenue.