DALLAS, Oct. 14 -The following is an updated release from Rapp Collins:
Rapp Collins Worldwide (parent company: Omnicom Group), the industry leading direct marketing agency, has been awarded Agency-of-Record status for three of Brinker International's casual dining restaurant brands--Romano's Macaroni Grill, On The Border Mexican Grill & Cantina and Maggiano's Little Italy. Lynda Oliver, Group Account Director, Rapp Collins--Dallas, will lead the account with campaigns rolling out early in 2006.
Brinker's Becky Johnson, Executive Vice President for Marketing and Brand Development, led the comprehensive agency search, which resulted in a shift from traditional mass marketing to a highly targeted and accountable marketing focus. "We're excited to find a world-class marketing agency like Rapp Collins right here in Dallas," said Johnson. "Their expertise in direct marketing will help us significantly stretch our marketing budget by connecting our wonderful brands to our customers on a more personalized and relevant level."
For each of the three restaurant concepts, Rapp Collins will handle responsibilities for both brand stewardship and targeted ROI-driven communications. The scope of work will include strategic and executional responsibilities for business and brand planning, marketing data analytics and technology, media planning and buying, and other critical Agency of Record responsibilities, including integrated broadcast, print, on-premise, alternative media and online creative and production.
"We're thrilled that America's leader in casual restaurant dining has recognized the merging of brand and accountable ROI-driven targeted marketing as a cost effective and emerging trend," said Cindy Davis, Managing Director Rapp Collins Dallas. "During the review process, we came to have a very comfortable, respectful relationship with the Brinker management teams, which is so critical to building relationships in our businesses, and we quickly learned the folks at Brinker embrace innovation-from their restaurant concepts to their staff training, and from their menus to their openness in embracing new marketing ideas and solutions."
Based in Dallas, Brinker International is a recognized leader in casual dining and consistently ranked among FORTUNE's Most Admired Companies. With more than 1,600 locations in 24 countries, Brinker's restaurant concepts include Chili's Grill & Bar, Romano's Macaroni Grill, On The Border Mexican Grill & Cantina, Maggiano's Little Italy and Corner Bakery Cafe.
Rapp Collins Worldwide (http://www.RappCollins.com), ranked first in the 2005 Advertising Age magazine list of direct marketing agencies, brings 40 years experience in customer acquisition and relationship marketing to their clients, plus an international network comprised of more than 60 offices in 30 countries. Rapp Collins is a wholly owned subsidiary of the Omnicom group (NYSE: OMC), the world's largest marketing services company, a member of the S&P 500 and is also ranked among FORTUNE's Most Admired Companies.
