• Adweek, Friday, July 6, 2007 11:15 AM

Two agencies are ready to rumble over restaurant chain Applebee's $180 million account, according to insiders.

TBWAChiatDay and McCann Erickson are set to present their ideas to the company's executives next week, and both are touting a "younger, more energetic" positioning for Applebee's. The two are the last ones standing in a four-shop review that began in March, bouncing DraftFCB off the business. That review started right after George Williams took over as chief marketing officer early this year.

"We are looking for the best and brightest minds in the business to bring forward fresh, new and compelling advertising that will make consumers hunger for our food and eager to be a part of the Applebee's dining experience," Williams says. Media planning and buying duties will remain at Starcom, at least for now.

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