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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
Primary Address
6820 LBJ Freeway
Dallas, TX 75240-6515

Brinker International, Inc. Contacts

Contacts (5/13)
Name Title State
David D. Senior Vice President & Chief Information Officer TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (972) 980-9917
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 6820 LBJ Freeway
Dallas, TX

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Chili's Grill & Bar *********
Brinker International, Inc. *****

Agency Relationships

Brand Agency Service From To
******* *************, ***. ***** *** 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.

Additional Insight

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 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,,,, and Top video sites include, and 

6820 LBJ Freeway
Dallas, TX 7524
(972) 980-9917

Kelli Valade
Executive Vice President & Chief Operating Officer
(972) 980-9917

Krista Gibson
Senior Vice President & Chief Marketing Officer
(972) 770-5844