MRM//McCANN | Agency Profile, Contacts, AOR, Client Relationships
Service: relationship marketing
|Main Telephone||(415) 262-5600|
|Neil L.||Vice President & Group Creative Director||CA|
Sample of Associated Brands
|David M.||Vice President & Group Strategy Director||CA|
Who is the Vice President & Group Creative Director of MRM//McCANN?
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Q4, Q2 Media Opps: IHOP launches first campaign from new creative AOR, hikes ad spend
Subject: TV, digital, social, radio, print
Brand: DineEquity-owned casual breakfast chain with about 1,500 locations in the US and Canada.
Opportunity: Launched its first campaign from new creative AOR here). Like we said before, in an effort to update its image, the pancake chain has continued to push for fresh marketing ideas, especially since the all-day breakfast trend has been on the rise.
Therefore, Ihop decided to remind people in its new campaign that it has been serving all-day breakfast since it first opened. The new creative features an updated slogan, "Eat up every moment," which is meant to focus on both food and people savoring special moments. In addition to the new spots, the brand also brought back its Kids Eat Free promotion, as well as the return of pumpkin spice pancakes in an updated menu.
With that said, hopefully news, sports and entertainment sellers already began seeking new campaign dollars when we told you before. If not, you should begin doing so now, as new campaign revenue should continue to become available through the duration of the campaign. Traditional and digital spending has been on the rise already (research here). Also, keep in mind that like sibling Applebee’s, IHOP has historically planned about six or seven flights per year, running media campaigns (C) on six, two month increments referenced by C1, C2, C3, etc.
IPG's Ansible, IPG's mobile segment. We'll keep you posited as we learn more.
Media Spend: According to Kantar Media, Ihop spent $20.4 million on measured media in Q1 and $108.9 million for all of 2015. Most of the spending went towards broadcast, while the rest was divided among print, radio, digital and OOH.
Digital Breakdown: Since January, $501,200 has been spent on 54 million desktop impressions, 96% of which were bought directly from sites such as rottentomatoes.com, mlb.com, cbssports.com, bleacherreport.com and nbc.com, Pathmatics reports.
Also, $1 million has garnered 42.8 million video impressions, 75% of which were placed direct with suites such as hulu.com, cbssports.com, 247sports.com, youtube.com, maxpreps.com and centurylink.net.
Mobile, with $126,000 for 17.4 million impressions, has targeted the same types of sites, with 88% site direct.
450 North Brand Boulevard
Glendale, CA 91203
Vice President, Marketing