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Proof Advertising | Agency Profile, Contacts, AOR, Client Relationships

Service: full service

Main Telephone (512) 345-6658
Main Fax (512) 345-6227
Primary Address
114 West Seventh Street
Suite 500
Austin, TX 78701

Proof Advertising Contacts

Contacts (5/42)
Name Title State
Bryan C. President TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (512) 345-6658
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 114 West Seventh Street
Suite 500
Austin, TX

Craig M. Co-owner & Executive Creative Director TX
Elissa v. Associate Partner & Account Director TX
Jocelyn F. Associate Partner & Managing Director TX
Lane J. Associate Creative Director TX

Client Relationships

Brand Service From To Media Spend
******* ***** ****** Creative, Media Planning unknown present *
****** ********** Creative, Media Planning 2003 present *******
******* ***** AOR - creative 2008 present *****
********* ********* AOR - creative 2012 present *
****** ** *** ******** ******** *********** & **** Creative, Digital, Media Buying, Media Planning 2017 present *

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Score 89 - Review Imminent Update: Del Frisco names new brand DMs after adding CMO, focusing more on digital

Update (3/9): Shortly after naming Brandon Coleman as CMO (more below),

Additionally, Abdallah noted that DFRG is nearing the end of its search for a brand president of the Del Frisco brand. He added that the person will have a markeitng and strtaegic background to help move the concept forward over the next five years.

DFRG is currently in the process of a "deep dive enegagement" with Bain Consulting to "really understand the emotional state of the consumer as they use Del Frisco's Grille today," Abdallah stated. In fact, he shared that consumers have 24 different emotional states, two of which I'm guessing are "hungry" and "hangry." The results from the project, which began in Janaury, should wrap up this month. The results will not be shared for "competitive reasons, and will be used to sharpen the brand's focus. 

Moving forward, DFRG is looking to fuel growth through its marketing messages. Abdallah said that some of DFRG's programs the past year have failed to gain traction, so "there will be other things we will do to talk specifically to the customer and we'll do that in different ways throughout all three brands." CFO Tom Pennison said that while marketing as a percentage of sales will stay "relatively" consistent this year, but the percetage of working dollars will be greater than it has been historically. He also mentioned that CMO Brandon Coleman has "definitely made some strides" on defining some things that DFRG will do differently from a marketing standpoint.

Sellers - Pennison also stated that while DFRG has tried cable TV in the past, the focus moving forward will be on digital. And separate from the medium itself, a priority will be placed on creating the right messaging and utilizing communications thI at impact the consumer. Additionally, DFRG has brought some of its marketing out of the local restaurants back to the team in Dallas in order to manage it more effectively and ensure that messaging is controlled.

Agency readers - DFRG has effectively hired a new brand team in the last thre months, which increases the chance that a roser review will occur soon. Competition will include here). Media is handled in-house.

Read a little more about DFRG below.

Below was originally published on 1/17:

Del Frisco Restaurant Group (DFRG) named Brandon Coleman III as its new CMO. Coleman began in late December, and will be responsible for driving the marketing strategy for all three of DFRG's concepts: Del Frisco's Double Eagle Steakhouse, Sullivan's Steakhouse and Del Frisco's Grille. Per DFRG CEO Norman Abdallah, Coleman will have an "immediate impact" on the company and excels at "building and enhancing brand equity."

Abdallah was recently promoted to CEO following the departure of Mark Mednansky in late November. Additionally, Lisa Kislak, brand marketing VP, left the company in December, and Candice Scott was promoted to senior director of marketing this month.

In the press release, Coleman stated that "customer-centric branding and digital innovation" will be at the forefront of strategy moving forward. Keep in mind that Del Frisco has been working for several quarters to better engage younger, more aspirational customers (research here). 

Last May, Del Frisco's tapped here).

Additional Information

Experience: Coleman was most recently CEO of Brava Partners. Prior to that, he served as CMO of Snapfinger and Romano's Macaroni Grill and was also VP of marketing of Restaurants Unlimited.

Digital Breakdown: For 2016, Pathmatics reports DFRG spent just under $100,000 on digital display ads (24.5 million impressions). Majority of this was allocated to desktop ads (67%) and mobile (20%) ads, which were largely deployed during the summer months (May to Sept). See chart for impression sources and spend share. 

Note that 2015 digital display spend was only $25,000 (8.2 million impressions).

According to Kantar Media, DFRG also spent $26,600 on digital search ads for Q1-Q3 2016.

Del Frisco's Restaurant Group
5055 West Park Blvd.
Suite 500
Plano, TX 75093 

Brandon Coleman III
Chief Marketing Officer
(817) 601-3421

Candice Scott
Senior Director, Marketing (promoted Jan. 2017)
(817) 601-3421