PROFIT SLUMP PROMPTS DARDEN MARKETING AUDIT

Will Examine Creative Effectiveness, Media Weight

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NEW YORK (AdAge.com) -- Darden Restaurants last week said it will review its marketing effectiveness after making its third profit warning in as many months.

The Orlando-based parent of the Red Lobster and Olive Garden casual dining chains plans to do an internal audit of its marketing, including creative effectiveness, food news, media weight vs. peers and competitive actions, a spokesman said.

Ad agencies
Euro RSCG Tatham Partners, Chicago, handles advertising for Red Lobster. Grey Global Group's Grey Worldwide, New York, handles Olive Garden.

The two restaurant chains received about $160 million in measured media support last year, according to TNS Media Intelligence/CMR.

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