WPP's Rockfish Named Digital, CRM AOR For Dave & Buster's

Restaurant and arcade chain Dave & Buster’s has named WPP digital shop Rockfish its digital agency of record and customer relationship management (CRM) AOR.

D&B spent nearly $20 million on ads in both 2012 and 2013, according to Kantar. The company’s digital and CRM spending was not immediately available.

The agency said that it would work with Dave & Buster’s on a comprehensive strategy that spans digital touch points, including mobile, Web and social media. Work is under way and is based largely in the Rockfish Dallas office. D&B, founded in 1982, is based in Dallas.

“Dave & Buster’s is focused on driving innovation that benefits our guests,” says Sean Gleason, Chief Marketing Officer, Dave & Buster’s. “Rockfish is the expert in elevating the customer experience, and we look forward to our collaboration in the digital space.”

D&B is also in play, according to The Wall Street Journal, which reported earlier this week that equity firm Onex Corp. and entertainment company Cineplex have jointly offered more than $1 billion for the chain. The current owner is equity firm Oak Hill. WSJ also reported that the deal was not done, and that D&B might opt to go the IPO route if sale talks break down.

“Dave & Buster’s is a leader in its field and offers a unique in-store experience,” said Dawn Maire, Chief Strategy Officer for Rockfish. “Rockfish is excited to work with Dave & Buster’s on developing, implementing and measuring digital initiatives that can drive deeper engagement and digital innovation both in-store and out.”

The restaurant and arcade chain own and operate 68 venues in 26 states and Canada.
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