TGI Fridays Sends Its $45 Million U.S. Media Account to UM

The agency is leading the account out of its Detroit office

TGI Fridays spent over $22 million on measured marketing in the first 9 months of 2018. Getty Images
Headshot of Erik Oster

Casual dining chain TGI Fridays selected IPG Mediabrands’ Universal McCann (UM) as its U.S. media agency.

“We’re thrilled that TGI Fridays, one of America’s iconic brands, has chosen UM to lead its media efforts in the United States,” UM U.S. CEO Lynn Lewis said in a statement. “We look forward to this exciting partnership and the opportunity to leverage our Better Science, Better Art, Better Outcomes proposition to enhance their communication efforts across the U.S.”

UM will provide customized media planning services for TGI Fridays restaurants in the U.S., incorporating the agency’s strategy, research and analytics capabilities. The account will be led out of UM’s Detroit office.

TGI Fridays spent a little over $45 million on measured marketing domestically for its restaurant brand in 2017 and over $22 million in the first nine months of 2018, a decrease from the nearly $34 million it spent over that period in 2017, according to Kantar Media.

The appointment follows on the heels of UM’s previously unannounced win of Henkel, whose brands include Dial soap and All laundry detergent. American Express also consolidated its media business with UM last October.

@ErikDOster Erik Oster is an agencies reporter for Adweek.