News

Dairy Queen searching for new agency after 15 years

September 11, 2012

Dairy Queen is conducting a search for a new advertising agency. New York-based Grey Advertising has been the brand's creative agency for the past 15 years and will not participate in the review.

According to Ad Age, the split with Grey comes on the heels of a management change at Dairy Queen. Barry Westrum, executive vice president of marketing for DQ, said the brand is looking for a change and is hoping to have a new agency named by early 2013.

"Our intention is to provide (franchisees) with the best advertising campaign that promotes our great food and iconic treats and differentiates us from the rest of the quick-service category," he said. "The iconic nature of the brand and charm is authentic to DQ. It is something everyone, no matter where you are, can relate to. Together with our franchisees, we want that reflected in our advertising."

Michael Houston, managing director of Grey, said 15 years is "a lifetime" in the QSR category.

"We're extremely proud of the work we've done with them. We understand that this is part of the business and wish them nothing but the best," he said.

Dairy Queen spent $77 million on domestic measured media in 2011. The review doesn't affect the brand's media agency of record, Publicis Groupe's Spark, or any other agency partners.

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