Applebee's Parts Ways With CP&B

Restaurant Chain Seeks To 'Transform' Marketing Next Year

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Applebee's restaurant in Plainville, CT (June, 2014).
Applebee's restaurant in Plainville, CT (June, 2014). Credit: Mike Mozart/JeepersMedia/TheToyChannel via Flickr

Applebee's and CP&B are parting ways, the company confirmed.

The restaurant chain is ending its relationship with the MDC Partners agency as "part of broad plans to transform the marketing and advertising direction of the brand," the company said in a statement. It wasn't immediately clear what that would mean for its marketing, but a sizeable overhaul can be expected.

"CPB has been a valued creative partner during our three years together, but we're taking the Applebee's brand in a new direction and believe our plans would benefit from fresh thinking and new approaches," said Darin Dugan, the chain's senior VP-marketing and culinary.

CP&B first won the account back in 2012, and will work on the business through February. The company said in its statement that it would "discuss the assignment of its account with a select few potential agency partners."

CP&B declined to comment.

Applebee's spent $165.4 million in U.S. measured media last year, according to Kantar Media.

For CP&B, the loss is mitigated by its recent win of the global American Airlines account, which the company picked up just last week.

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