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American Dairy Queen Corporation (ADQ) announced that it will conduct an agency review for its advertising account. The announcement was made by Barry Westrum, executive vice president of marketing for ADQ.
"The QSR category is highly competitive and is at a crossroads," Westrum says. "We had a great 15-year partnership with Grey New York as our advertising agency of record. However, we've decided now is the time to conduct a formal ad agency review."
Westrum says than an agency will be in place by early 2013.
"Our franchisees are hard-working business leaders in their communities who are passionate about their business," he adds. "Our intention is to provide them with the best advertising campaign that promotes our great food and iconic treats and differentiates us from the rest of the quick-service category."
The agency, which will be responsible for television creative in the U.S. and Canada, will also have a keen understanding of the quick-serve category and what makes DQ different and better.
"The iconic nature of the brand and charm is authentic to DQ," Westrum says. "It is something everyone, no matter where you are, can relate to. Together with our franchisees, we want that reflected in our advertising."