Foodservice giant Brinker International last week named Rapp Collins Worldwide its direct marketing agency of record as Brinker shifts to a targeted marketing strategy from mass-marketing.
Rapp Collins picks up Brinker’s premium brands including Romano’s Macaroni Grill, On The Border Mexican Grill & Cantina and Maggiano’s Little Italy restaurant chains. The business includes brand marketing as well as media planning and buying.
Rapp Collins’ Dallas office will handle the account for Dallas-based Brinker, with Rapp Collins Managing Director Cindy Davis at the helm.
Brinker’s agency review, led by Senior VP-Marketing and Brand Development Becky Johnson, prompted the shift from mass marketing to targeted direct marketing.
“We are confident that we can significantly stretch our marketing budget and take our marketing program to a more customized, personalized level that will enhance customer relationships by shifting focus to direct marketing with Rapp Collins,” she said.
“We’re pleased that after an extensive agency review, Rapp Collins was chosen to manage Brinker’s landmark shift from mass media advertising to targeted direct communications,” said Rapp Collins’ CEO Robert Horvath in a statement. “We look forward to applying our disciplined marketing process in an effort that marries creative and technology and integrating online and offline strategies to more closely target community interests.”
