News and Insights

Denny’s Appoints New Agency Partners to Elevate Brand Storytelling

November 28, 2023

FINN Partners Named Public Relations Agency of Record

Mindshare Named U.S. Media Agency of Record

SPARTANBURG, S.C. — Denny’s Corporation (NASDAQ: DENN) today announced the appointment of two new agency partners. FINN Partners, the full-service marketing and communications company, was named as public relations and brand communications agency of record, effective August 1, 2023. Mindshare, the media services company that is part of GroupM and WPP, was named as U.S. media agency of record, effective October 1, 2023.

This year marks the 70th anniversary of Denny’s, one of the largest franchised full-service restaurant brands in the world. The brand will partner closely with FINN Partners and Mindshare, elevating the brand and all it has to offer through creative storytelling, photography, video, and more, demonstrating how Denny’s helps communities, fosters togetherness, and creates opportunities while feeding minds, bodies, and souls across the U.S. and around the world. The work will also highlight how Denny’s drives new audiences and media innovations while engaging and delivering value to its core customers.

“At Denny’s, we are passionate about feeding and taking care of our guests anytime and anywhere,” says Sherri Landry, senior vice president, chief marketing officer. “We benefit from the expertise of FINN Partners and Mindshare across storytelling, data, marketing, and media. Our new partners bring an agile approach and collaborative teams that will help Denny’s be the restaurant of choice.”

FINN Partners will lead overall public relations for the brand, including support for brand communications, corporate reputation, crisis and issues management, DEI, CSR and ESG, and executive visibility.

“We have a tremendous opportunity to elevate Denny’s iconic status as America’s diner, inviting a new generation of diners to enjoy a menu full of new and craveable favorites,” said Kris Garvey Graves, managing partner, FINN Partners. “FINN is honored to join the Denny’s family, and our partnership is off to an innovative start, with the Jensen Huang NVIDIA moment at the Denny’s in San Jose and our creative collab with Blink-182’s tour launch. We are just getting started, engaging in ways like never before, and strengthening relationships with guests and

Mindshare was selected to lead audience and media strategy, planning, investment, measurement, and data and analytics.

“We are thrilled to partner with Denny’s, a brand that has captured the hearts and minds of their guests worldwide,” said Nancy Hall, North America CEO, Mindshare. “The Denny’s team is smart, passionate, and future-thinking. They have a real understanding of the power of media, and how it can create the best outcomes for brands and consumers alike. Together, we will deliver on Denny’s brand vision, and drive Good Growth for their business.”

Denny’s pioneered an entire category of affordable dining when it launched in 1953. This timely agency shift cements its commitment to remain iconic for decades by tapping creative new talent to tell its story across channels.

FINN Partners will lead the business out of their Chicago office, with teams across North America. Mindshare will lead the business out of their Atlanta office, with teams across North America.

TAGS: Consumer & Lifestyle