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Article: TGI Friday's appoints BMB to energise brand.(Butterfield Morris Bushell )(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- October 22, 2004
- Author:
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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US diner chain TGI Friday's is to rejuvenate its brand by serving up a large helping of direct marketing.
The Whitbread-owned company has hired Butterfield Morris Bushell (BMB) following an extensive review of its agency arrangements. The company aims to develop a differentiated, contemporary marketing communications programme, with direct marketing set to play a major part in its media mix.
TGI Friday's has also appointed interactive strategist Blue Barracuda to its roster.
The restaurant chain plans to target 18- to 35-year-old adults and families with older children in a raft of activity designed to re-energise the brand. TGI ...