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International Dairy Queen, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Headquartered in Edina, Minnesota, International Dairy Queen (IDQ) is a leading franchiser of frozen treat restaurants serving ice cream cones, treats, hamburgers, fries and sundaes. Founded in 1938 in Chicago, Illinois and a subsidiary of Berkshire Hathaway, International Dairy Queen also operates the stores Orange Julius and Karmelkorn. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (952) 830-0200
Main Fax (952) 830-0301
Primary Address
7505 Metro Boulevard
Edina, MN 55439-0286

International Dairy Queen, Inc. Contacts

Contacts (5/12)
Name Title State
John G. President & Chief Executive Officer MN
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (952) 830-0200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 7505 Metro Boulevard
Edina, MN

Mark V. Chief Financial Officer MN
Lon B. Executive Vice President, Operations MN
Dan K. Executive Vice President, U.S. Operations MN
Doug P. Executive Vice President - U.S. Operations & Training MN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
International Dairy Queen, Inc. ********
Orange Julius *

Agency Relationships

Brand Agency Service From To
************* ***** *****, ***. ******* ***** ****** ********* creative, public relations 2002 present
************* ***** *****, ***. ***** ***. public relations 2005 present
************* ***** *****, ***. ***** ******* AOR - media buying & planning 2011 present
************* ***** *****, ***. ******* Creative, Digital 2012 present
************* ***** *****, ***. ******* ********* **** Media Buying, Media Planning 2002 present

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QSR Dairy Queen conducting advertising agency review

Fast food chain Dairy Queen has ended its 15-year relationship with and is conducting an agency review for its advertising account.

“The QSR category is highly competitive and is at a crossroads,” Barry Westrum, executive vice president of marketing, said in a statement. “We had a great 15-year partnership with Grey New York as our advertising agency of record. However, we’ve decided now is the time to conduct a formal ad agency review.”

Westrum, who joined DQ in February after serving as KFC USA’s chief marketer, said in the release that a new agency will be in place by early 2013.

The new shop, which will be responsible for TV creative in the U.S. and Canada, must have a “keen understanding” of the QSR category and what makes the DQ brand different and better.

“Our franchisees are hard-working business leaders in their communities who are passionate about their business,” Westrum added. “Our intention is to provide them with the best advertising campaign that promotes our great food and iconic treats and differentiates us from the rest of the quick service category.”

WinmoEdge has contacted Dairy Queen to gain insight beyond the press release that we were provided with. We hope to have more information soon.

Dairy Queen had worked with Grey since 1997 when the agency replaced Campbell Mithun, which had the account for almost 35 years.

Kantar Media reports that Dairy Queen allocated $43.6 million towards measured media last year, about half of what it spent in 2010. National newspaper and spot TV ads both had major drops in spending in 2011.

Headquartered in Minneapolis, Dairy Queen is perhaps best known for its Blizzard deserts. The QSR has 6,000 locations in the U.S., Canada, Mexico and 17 other countries.

According to
, Dairy Queen is ranked sixth.

The List reports that
has been Dairy Queen’s media AOR since 2011.

This agency search is occurring shortly after Dairy Queen announced that it will add its
smoothie brand to all locations by November.  Currently, there are about 800 DQ Orange Julius stores in the U.S. and Canada, most of which are mall locations.

"We are looking to shake up not only the $3 billion smoothie category in the U.S. but also our competition,” Westrum said in a statement.

Popcorn retailer
is also a DQ subsidiary.

Dairy Queen’s parent is Berkshire Hathaway.

Dairy Queen’s agency search is the latest in several reviews that have been reported lately within QSR.

Last month,
was adding new shops to its roster.

In July,

International Dairy Queen
7505 Metro Blvd.
Edina, MN 5543
(952) 830-0200

Barry Westrum
Executive Vice President, Marketing
(952) 830-0200