In a recent exclusive with Ad Age, it was announced that Chili’s has named 360i its Integrated Media Agency of Record. As Integrated Media AOR, 360i will now handle integrated planning, communications planning, and broadcast planning, buying and execution. We previously served as Digital Agency of Record on the business, which we won in 2016 and will continue to handle. The positive impact Chili’s has seen as a result of our collaboration on the digital front contributed to 360i being tapped for all Media responsibilities.
This is an important time of transformation for Chili’s, as they’re in the process of reinventing their promotion and advertising strategy, investing in changes including a streamlining of the menu and operations to improve food quality and service. Chili’s Chief Marketing & Innovation Officer, Steve Provost, said that they were looking for a partner who was “able match the disruption in casual dining [with] the disruption that’s going on in how people consume media.”
They were seeking a partner with significant leverage in the TV and digital marketplace, a genuine understanding of how Chili’s is changing the game around their marketing strategy, and ability to hit the ground running and have an immediate impact.
360i president Jared Belsky called Chili’s a “perfect” client for the agency. He said 360i’s media work with Chili’s will be “more insights-based, more accountable and more creative in nature.” Together, we’re looking forward to rolling out a new Media strategy to reinvigorate the Chili’s brand.
Read the full Ad Age exclusive here.