Proof Advertising | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(512) 345-6658|
|Main Fax||(512) 345-6227|
Proof Advertising Contacts
Sample of Associated Brands
|Craig M.||Co-owner & Executive Creative Director||TX|
|Elissa v.||Associate Partner & Account Director||TX|
|Jocelyn F.||Associate Partner & Managing Director||TX|
|Lane J.||Associate Creative Director||TX|
|******* ***** ******||Creative, Media Planning||unknown||present||*|
|****** **********||Creative, Media Planning||2003||present||*******|
|*** ******'* ********** *****, ***.||Creative, Digital, Social||2016||present||*****|
|******* *****||AOR - creative||2008||present||*****|
|********* *********||AOR - creative||2012||present||*|
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Digital, Social Opps: Del Frisco increasing marketing spend after naming creative AOR (Score 48)
Subject: Radio, digital, outdoor, social media, print
Company: Del Frisco's Grille
Update (7/25): During the Q2 earnings call, Del Frisco CEO Mark Mednansky said that while he "firmly" believes that once guests try Del Frisco, they are able to keep them, the company currently needs to find an "effective, efficient" use of social and digital marketing to drive awareness of the chain's dinner business.
He added that "you will be hearing from us soon on what we'll be doing to increase the messaging for dinner at the Grille." Del Frisco is focused on positioning the Grille as an "every-day, affordable, upscale dining and drinking destination."
For Del Frisco, marketing increased last year, primarily due to market research and digital testing for the brand. Therefore, continue going after digital dollars as the brand continues driving awareness.
At Sullivan's the company is planning an enhanced marketing campaign in celebration of the brand's 20 anniversary this October. As with Del Frisco and the Del Frisco Grille, look for additional social and digital revenue here. While Mednansky did not delve into too many specifics around these marketing plans, certainly be looking for campaigns in the back half of the year. While Del Frisco does not currently utilize national TV ads, there's always a chance this could change if social and digital efforts do not yield the desired return.
Below was originally published on 5/23:
Opportunity: After rolling out a new paid media focused marketing campaign last fall (research Proof Advertising as creative AOR after a review. Proof’s work will be featured across TV, print, digital and social media, so sellers should look for new campaign revenue in these areas. Focus your pitch around key steakhouse revenue periods like Father’s Day, Christmas, Valentine’s Day, graduation and Mother’s Day.
For Del Frisco’s and Sullivan’s – focus on terrestrial and satellite radio buys since ad dollars are transitioning there this summer, said CEO Mark Mednansky said during the Q1 earnings call. For Del Frisco Grille, which targets a younger customer segment, center your pitch more on mobile. Mednansky stated that mobile is where Grille is heading because “everyone is on their mobile devices.” This comes as Del Frisco evolves oyd Rare Rewards loyalty program, meaning larger digital ad pushes should come in the second half of the year, particularly around the winter holidays.
Keep in mind that Del Frisco has been working for several quarters to better engage younger, more aspirational customers (research here). Media still appears to be handled in-house but we’ll keep you posted if we hear differently.
Media Spend: Del Frisco spent $7.7 million last year on marketing and advertising, up 2.5%, or $1.5 million, from $6.2 million in 2014, according to filings with the SEC. The increase was due primarily to higher digital and outdoor advertising outlays. Much of the eatery’s ad budget has also supported broadcast and print in the past
Recent Campaign Launch: Research conducted in late 2014/early 2015 showed that guests thought Grille may be more expensive than what it actually is and the concept gives off more of a fine dining vibe than was intended (research here). To help combat this, Grille launched radio and outdoor ads featuring value propositions to drive after-work cocktail and dinner visits.
Del Frisco's Restaurant Group
5055 West Park Blvd.
Plano, TX 75093
Chief Executive Officer
Vice President, Marketing