Industry News | December 22, 2012

Dairy Queen Lands New Advertising Agency of Record

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American Dairy Queen Corporation (ADQ) announced Barkley as the company’s new advertising agency of record after a four-month formal agency review.

“Dairy Queenis an iconic brand that is well-known and loved, so we received a tremendous amount of interest from agencies across the nation,” says Barry Westrum, executive vice president of marketing for ADQ.

“We were impressed with Barkley’s creative approach, experience, and keen understanding of our brand and the [quick-service restaurant] industry,” he adds. “They captured the soul of our brand in a unique, contemporary, and relevant manner. Barkley understands the untapped power of the DQ brand lies within the hearts and minds of our consumers and franchisees.”

Founded in 1964, Barkley is the largest employee-owned advertising agency in the U.S. with offices in Kansas City, Missouri; Pittsburgh, Pennsylvania; and Boulder, Colorado.

“Agencies are best known by the company they keep, and a brand like DQ is pretty amazing company,” says Jeff King, CEO of Barkley. “We are so excited about this partnership. We believe the best advertising in the world simply tells the truth in an interesting way, and this brand has some powerful truths. We can’t wait to help tell the DQ story.”

Barkley will be responsible for all television creative, as well as other touch points in the U.S. and Canada. The first of the new national television commercials will begin launching this spring. 

“We are confident that Barkley will showcase the DQ brand not only as the treat category leader, but as something different and something better,” Westrum says. “Their campaign will continue to reinforce the brand’s positioning as contemporary and relevant for today’s consumer.”