TGI Friday's | Company Profile, Marketing Contacts, Media Spend, Brands
TGI Friday's is a casual dining restaurant headquartered in Texas. TGI Friday's was founded in 1965.
|Main Telephone||(972) 662-5400|
|Main Fax||(972) 662-5505|
TGI Friday's ContactsContacts (5/8)
|Jerry C.||President & Chief Operating Officer||TX|
Sample of Associated Brands
|Stephanie P.||Chief Marketing Officer||TX|
|John A.||Chief Executive Officer||TX|
|Kara G.||Creative Director||TX|
|David S.||Senior Director, Culinary Innovation||TX|
|Friday's American Bar||*|
|Friday's Front Row Sports Grill||*|
|*** ******'*||*** ******** *****, ***.||Creative||2011||present|
|*** ******'*||*** ( ******** ********** ********* )||2015||present|
|*** ******'*||**** *****||Public Relations||unknown||present|
|*** ******'*||******* ********* ********* & *****||Media Buying, Media Planning||2017||present|
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Millennial Media Opps: TGI Friday's launches largest digital, social campaign (Score 63)
Subject: digital, TV, mobile, social
Company: TGI Fridays (TGIF), the casual dining chain headquartered in Carrollton, Texas. TGIF currently has 490 restaurants in the US (90% are franchised).
Update (7/25): Recently launched a new digital campaign, what it calls its "largest digital and social push," actually. I'll stop just short of saying it's a desperate attempt to curry favor with millennials, but it's.....something. The :30 and :08 second videos feature Alexander Hamilton, who is experiencing something of a renaissance due to the wildly-popular Broadway production of
TGI Fridays really threw away their one shot at relevance with this one. This odd campaign aside, TGIF's VP of marketing activation, Cindy Syracuse, said that the new digital/social push does not mean the chain is cutting TV spend. Specifically, she told AdWeek: "I don't cut TV weight to have digital - we don't want to reduce our footprint in television, but it's important to understand and be efficient in how you use digital media."
So, there you go, sellers. Continue going after TV and digital dollars as TGI Fridays continues its rebranding efforts, which you can read more about below.
Below was originally published 6/29:
Opportunity: We've received word that TGIF CMO Brian Gies has left the company. Not much else is known about his departure or the circumstances leading to it, but the timing is curious as TGIF is currently in the midst of a brand overhaul. We are working on finding more information, including the status of a search for Gies' replacement, but we wanted to give you a heads up. As you know, CMO shifts are the number one indicator of strategy, spend and agency roster shifts. So, those with the ability to handle a national chain should make sure they're top-of-mind with higher up marketing staff, who could be promoted to the role or serve as a value link to the newly hired decision maker. Belinda Carrera, senior marketing coordinator, was provided as a point of contact in the interim, for instance.
Media Spend: Kantar Media reports that TGIF spent $47.6 million on measured media in 2015 - down from $53.8 million in 2014. The vast majority of TGIF's spend is allocated to broadcast ads (96.4%).
National TV Spend: So far this year, iSpot reports that TGIF has spent $22.8 million on national TV ads. See chart for more detail on the airing pattern of the seven spots. Thus far, spots have aired during shows such as "The Late Late Show with James Corden," "The Blacklist," "SportsCenter," "South Park" and "Sanford & Son."
For the comparable period 2015, TGIF spent $25.4 million. Sellers should note that flights and targeting in 2015 are almost identical to 2016.
Digital Breakdown: Per Moat, TGIF has run 66 display and five high impact ads on 67 publishers this year (9% mobile). Top ad destinations include aplus.com, wikia.com, live.com, thrillist.com ad someecards.com (only 1% are placed site direct, meaning 99% are placed programmatically).
For full 2015, TGIF ran 84 display, 260 high impact and 16 video ads on 215 publishers (11% mobile; 1% site direct).
4201 Marsh Ln.
Senior Marketing Coordinator
Direct Dial: (972) 662.5934
Vice President, Marketing Activation