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Proof Advertising | Agency Profile, Contacts, AOR, Client Relationships

Service: full service

Main Telephone (512) 345-6658
Main Fax (512) 345-6227
Primary Address
114 West Seventh Street
Suite 500
Austin, TX 78701

Proof Advertising Contacts

Contacts (5/43)
Name Title State
Bryan C. President TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (512) 345-6658
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 114 West Seventh Street
Suite 500
Austin, TX

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

Client Relationships

Brand Service From To Media Spend
******* ***** ****** 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. 

In May, Del Frisco named

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. 

Additional Insight

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.
Suite 500
Plano, TX 75093 

Mark Mednansky
Chief Executive Officer
(972) 295-8600

Lisa Kislak
Vice President, Marketing
(817) 601-3421