The incumbent on the business, BBDO Canada of Toronto, had the business for 25 years but declined to participate in the review. This was the first formal review in that period of time.
In a news release, Dairy Queen National Marketing Manager Michael Gazer said: "Although the decision was a difficult one, we felt Grey was the best candidate because of their fresh approach and vision of the brand, and extensive experience with industry leading clients."
The agency change will be phased in over the next few months with Grey taking over officially in January 1999. Grey will focus on building awareness of Dairy Queen food items, such as hot dogs, burgers and chicken strips, that the ice cream chain also sells.
Copyright August 1998, Crain Communications Inc.