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Applebee's picks McCann Erickson as new ad agency

Fri Jul 13, 2007 4:53pm EDT

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LOS ANGELES, July 13 (Reuters) - Restaurant company Applebee's International Inc APPB.O named McCann Erickson as its new advertising agency on Friday following a four-month search.

The company, which has been struggling to revitalize sales at its 1,900 casual, family-oriented restaurants, dropped is previous ad agency, Draftfcb, in March.

In a statement, Overland Park, Kansas-based Applebee's said McCann Erickson would develop a new advertising campaign that will launch in the fourth quarter.

"We believe the concept McCann presented to us ... will break through the category clutter," Applebee's Chief Marketing Officer George Williams said in a statement.

McCann Erickson is a division of Interpublic Group of Cos Inc (IPG.N)

((Reporting by Nichola Groom; editing by Andre Grenon; Reuters Messaging: nichola.groom.reuters.com@reuters.net +1-213-955- 6755)) Keywords: APPLEBEES ADVERTISING/

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