From the Wires
Buffets, Inc. Restructures Marketing Agency Line-Up and Adds Consumer Insights Expert to Internal Team
Restructuring initiatives fuel "Plan to Win" Rollout
By: PR Newswire
Nov. 16, 2012 08:00 PM
GREER, S.C., Nov. 16, 2012 /PRNewswire/ -- Buffets, Inc. recently finalized realignment of its marketing agency roster to create more "real connections" with its guests. These efforts assist its entire portfolio of family-style buffet restaurants to stay on course with goals set in the "Plan To Win" initiative. Agencies playing a vital role in the restructuring are: Atlanta-based Trend Influence, which has been named Creative Agency of Record (AOR); Ft. Lauderdale-based Ink Link Marketing, which has been named Promotions and PR AOR; Miami-based IGT Media Holdings, which will handle all media buying for the brands; and New York-based Conversation, which will handle the digital initiatives for the company. The company also appointed a new senior-level consumer insights professional, Tama Looney, to the marketing team. She reports to Jason Abelkop, Chief Marketing Officer. These moves complete the marketing restructuring of the brands that began earlier this year.
Abelkop explained the changes are an outgrowth of the dynamic business plan adopted by the company earlier this year. "These agencies have an aggressive approach to planning and execution that matches our own, and their talents complement the team of internal professionals we have assembled," Abelkop said. "All are nimble, smart, efficient and, most importantly, laser-focused on the guest."
The new agencies will be instrumental in communicating the expansive reconcepting plan for the chain. Abelkop explained, "As we invest in our restaurants, we need to get the message out to guests that we're better than ever and ready for them to come in and see everything that's new."
New Creative AOR
Media Planning & Buying
PR & Promotions Support Added
New Focus on Digital
Looney has more than 13 years of experience in marketing research & analysis on both the client and agency side. She has worked with such brands as Arby's, Burger King, Delta Airlines, SunTrust and multiple homebuilders across the Southeast focused on understanding consumers through customer satisfaction, social media, qualitative as well as quantitative research.
She holds an Executive MBA from Georgia State University and a BA in Psychology from the University of West Georgia.
About Buffets, Inc.
SOURCE Buffets, Inc.
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