As part of a broader effort to reenergize its marketing efforts, Dave & Buster's has shaken up its agency roster with the appointments of Serviceplan’s Mediaplus and Gut as the restaurant chain’s new media and creative agencies respectively. 

The appointments follow a formal review and the arrival of a new CMO—Jeremy Tucker—in June. Joanne Davis Consulting led the review process.  

The company spent $93 million on advertising and marketing last year according to its 2025 annual report. Media expenditures were not broken out but agency research firm COMvergence estimates that spending at $47 million annually. 

Under the new arrangement, effective, October 1, Mediaplus is tasked with developing a more data-driven media strategy aimed at reaching consumers nationally while tailoring campaigns to local markets, the company said. 

Gut will focus on developing the brand's creative direction and culturally relevant campaigns across advertising, social media and influencers.  

Rather than introducing people to the brand, Tucker said the company wants to give consumers more reasons to choose the casual dining chain. 

"We don't need to be introduced,” said Tucker. “We need to be chosen. Our opportunity is to give guests more reasons to pick us for the weekend, for game day, for the moments that matter because a couple of hours with your people, playing and laughing, is something everybody needs more of.” 

He said the company’s two new agencies “bring the creativity and media expertise to do that nationally and in every local market, unlocking our marketing to become a real engine of growth." 

The company has previously worked with Deloitte Digital (creative) and Dentsu X (media).