Dairy Queen Launches Review

Grey N.Y. is incumbent

American Dairy Queen’s new head of marketing, Barry Westrum, is conducting an agency review to replace Grey in New York, the brand’s lead creative shop of 15 years. The WPP Group agency chose not to defend the business.

In 2011, the chain spent $87.9 million in measured media, according to Nielsen. That amount does not include Internet or b-to-b advertising.

Westrum said a new agency would be in place by early 2013 and will have responsibility for television creative in the U.S. and Canada. Dairy Queen, which has been using the tag "So good tt’s riDQulous" in its American marketing, has more than 6,000 locations in the U.S., Canada and 18 other countries.

Westrum—who joined the Minneapolis-based chain in February—said the highly competitive quick-service restaurant business is at a crossroads. “The iconic nature of the brand and charm is authentic to DQ. It is something everyone, no matter where you are, can relate to. Together with our franchisees, we want that reflected in our advertising,” he said in a statement.