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MRM//McCANN | Agency Profile, Contacts, AOR, Client Relationships




Service: relationship marketing

Main Telephone (415) 262-5600
Main Fax
Primary Address
600 Battery Street
San Francisco, CA 94111
USA

MRM//McCANN Contacts

Contacts (2)
Name Title State
Neil L. Vice President & Group Creative Director CA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (415) 262-5600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 600 Battery Street
San Francisco, CA
94111
USA

David M. Vice President & Group Strategy Director CA

Client Relationships


Brand Service From To Media Spend
********** ****** ******* media buying & planning 2007 present ********
***** *********** web production 2008 present *********
***** *********** digital strategy & messaging (B2B) 2010 present *********

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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. 

Additional Insight

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. 

TV Breakdown: So far this year, Ihop has spent $48.4 million on national TV ads, twice as much as it did during the same period last year, and more than the $38.6 million for all of 2015, 

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. 

Ihop
450 North Brand Boulevard
Glendale, CA 91203
(818) 240-6055

‚ÄčKirk Thompson
Senior Vice President, Marketing & Head, Marketing & Culinary
(818) 240-6055
kirk.thompson@ihop.com

Alisa Gmelich
Vice President, Marketing
(818) 240-6055
alisa.gmelich@ihop.com