• Adweek, Monday, July 16, 2007 10:35 AM

Restaurant chain Applebee's has tapped McCann Erickson for the creative portion of its $180 million account. The shop topped TBWAChiatDay in a review and, according to insiders, both had pitched a "younger, more energetic" branding for the restaurant chain.

Media planning and buying duties, currently handled by Starcom, were not in review, Previously, the business had been at DraftFCB, which did not try to keep it. "We believe the concept McCann presented to us fits perfectly with our brand strategy," says George Williams, the company's chief marketing officer. "It will break through the category clutter, drive traffic to our restaurants and entertain everyone who sees it."

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