Applebee's marketing to rise 30.4%

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Applebee's International, Overland Park, Kan., will more than double its network presence next year to 10 from four flights of ads, primarily on prime-time sports, said Chief Financial Officer George Shadid. Total marketing expenses will rise 30.4% next year to $90 million for the restaurant chain. The first major Applebee's work from FCB Worldwide, Chicago, is slated to break in January, Mr. Shadid told Advertising Age Oct. 5 at an analysts conference in New York. On Oct. 4, the company announced a new promotions agency, Wunderman Cato Johnson, Chicago. Before, that work was handled by former Applebee's creative shop Wyse Advertising, Cleveland.

Copyright October 1999, Crain Communications Inc.

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