Brinker International, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Brinker International, Inc., headquartered in Dallas, TX, owns, operates, develops and franchises restaurant concepts. These include Chili's Grill & Bar, Romano's Macaroni Grill,and Maggiano's Little Italy restaurant brands. In addition to the company-developed restaurants, it continues expansion by growing its number of franchised restaurants in the U.S. and internationally.
|Main Telephone||(972) 980-9917|
|Main Fax||(972) 770-9593|
Brinker International, Inc. ContactsContacts (5/13)
|David D.||Senior Vice President & Chief Information Officer||TX|
Sample of Associated Brands
|Wyman R.||Chief Executive Officer & President||TX|
|Roger T.||Executive Vice President & Chief Administrative Officer||TX|
|Steve P.||Executive Vice President, Chief Marketing & Innovation Officer||TX|
|Kelli V.||Executive Vice President, President||TX|
|Chili's Grill & Bar||*********|
|Brinker International, Inc.||*****|
|******* *************, ***.||***** ***||AOR - digital||2008||present|
|******* *************, ***.||**** ********||Creative, Digital, Media Buying, Media Planning||2007||present|
|*****'* ***** & ***||**** ********||Media Buying, Media Planning||2007||present|
|*****'* ***** & ***||****, ***||Creative, Digital, Media Buying, Media Planning||2016||present|
|*****'* ***** & ***||*'***** ******** & ****||Creative||2017||present|
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H2 Media Opps: 'Account in Jeopardy' Chili's ramps up ad spending for new campaign
Subject: TV, digital, online, mobile, video, sponsorship, Hispanic
Brand: Brinker International.
Opportunity: Account in Jeopardy Chili's has boosted ad spend about 16% this fiscal year, which began June 30, with the goal of reversing several quarters of sales declines. The first beneficiary of this higher support is Chili's latest ad campaign, "Chillin' Since '75." Created by longtime lead creative and traditional media AOR IPG’s
Therefore, continue to go after new campaign dollars in the second half of the year. Look for decision makers to be more receptive to digital pitches than usual since TV dollars are being reallocated to higher ROI digital direct response (DR). As we reported in February, management is looking forward to a “stronger, more effective marketing campaign” in H2 (research 360i, Atlanta picked up digital creative and media duties in January.
Agencies - HH's relationship could be over shortly if Chili's traffic doesn't show some sign of improvement. Beyond the casual chain's longtime struggles, COO Kelli Valade was just promoted to president to oversee operations and marketing, among other areas. Also HH has had the account well past average AOR tenure (2.5-3 years) and Chili's management has already shown willingness to examine new partners.
Media Spend: Chili''s spent $136.7 million on measured media last year, up 13% from $121.5 million in 2014, Kantar Media reports. Since at least 2014, almost all of this goes to broadcast ads. That trend will continue but look for digital's slice to expand this fiscal year.
TV Breakdown: Since January, $37.7 million has gone to national TV ads, up from $23.4 during the same period last year, according to iSpot.tv. This year, ESPN Deportes and NBC Universo have been the top targeted networks. Chili's has run the most amount of ads during "SportsCenter," "How I Met Your Mother," and "Family Guy."
Digital Breakdown: Since January, 49 banners and 10 video ads have appeared on about 5,000 publishers (4% mobile). Almost all banners have been placed programmatically, while 68% of video has been site direct, Moat reports.
Desktop and video are mostly targeting news and entertainment publishers. Top targeted desktop sites include rivals.com, housebeautiful.com, iheart.com, yahoo.com, usatoday.com and googhousekeeping.com. Top video sites include topix.com, youtube.com and sparknotes.com.
6820 LBJ Freeway
Dallas, TX 7524
Executive Vice President & Chief Operating Officer
Senior Vice President & Chief Marketing Officer