STARCOM USA GETS APPLEBEE'S $100 MILLION MEDIA ACCOUNT

Work Was With Initiative Media

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CHICAGO (AdAge.com) -- Applebee's International has moved its $100 million-plus media buying and planning business to Publicis Groupe's Starcom USA from Interpublic Group of Cos.' Initiative Media.

"Applebee's has experienced tremendous growth in recent years, and we want to ensure our leadership position," John Cywinski, chief marketing officer for Applebee's, said in a release. "As our business goals escalate, and the ever-changing media landscape becomes more complex, we wanted a partner capable of helping us achieve unprecedented results.”

There was no review.

By placing the business with Starcom, Applebee's has consolidated all its marketing agencies in Chicago. Interpublic's Foote Cone & Belding handles advertising and WPP Group's Wunderman handles promotion.

Applebee's, a casual dining chain, is based in Overland Park, Kan.

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