IHOP Corp., Glendale, Calif., is reviewing $30 million in regional media planning and buying. Incumbents Blue Roof Advertising, Los Angeles; Initiative Media, Los Angeles; Masterminds, Severna Park, Md.; TN Media, Los Angeles; and Tony Walch Media, Cincinnati, are competing, along with three undisclosed agencies. Incumbent Brooks Advertising, Palos Heights, Ill., declined to participate. As franchisees participate in the decision as a buying group, the company may select more than one agency per region to penetrate a total of 106 media markets, a spokesman said. Decisions for the western region may come as early as this week and the remaining regions by the end of April. Select Resources International, West Hollywood, Calif., the consultant. Kirshenbaum Bond & Partners West, Los Angeles, handles IHOP creative.
Copyright April 2000, Crain Communications Inc.