While the Spartanburg, S.C.-based Advantica Restaurant Group unit uses roughly 10 agencies for a variety of services, WestWayne, Tampa, Fla., has handled advertising since May 2000. The shop met with Denny's executives Thursday.
MediaVest is the media agency of record.
Rojek Cutcher Group, Cleveland, is the consultant for the review. Requests for proposals will go out in late April, with presentations expected the last week in June for a July decision.
Denny's is looking for contenders with restaurant experience that can create a brand vision while improving sales within a franchise system, Rojek Vice President Jeff Tritt said.
"This is an important initiative for Denny's," Roy Getz, Denny's senior vice president of marketing, said in a statement. "It is increasingly critical for us to establish a resource network that can maximize the impact of our marketing programs."