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After a Competitive Review Process, Droga5 Will Be New Creative Agency of Record for the All-Day Breakfast Champion

GLENDALE, Calif., November 9, 2017 – Today, IHOP® Restaurants announced its selection of Droga5 to be the brand’s new creative agency of record. The independent advertising network, headquartered in New York City, will lead creative strategy and execution for the all-day breakfast leader, including TV and radio initiatives. The agency’s campaign work will hit the market in early 2018, at the start of IHOP Restaurants’ 60th year, beckoning an exciting new chapter for the iconic brand. The appointment of the new agency follows recent highlights from IHOP on its aggressive growth strategy to provide greater accessibility to the brand through the expansion of the brand’s IHOP N GO (to go) platform and recently announced accelerated development plans to expand the brand’s overall restaurant footprint, including through smaller prototype restaurants and captive locations including airports, travel centers, casinos, and universities.

“At the heart of all our marketing decisions is the goal of building stronger, more engaging relationships with our guests,” stated Brad Haley, Chief Marketing Officer at IHOP. “For almost six decades, IHOP has been known for exceptional hospitality, great food and a great time for families, which has made us the leading Family Dining chain in America. We just needed an equally great advertising agency to tell that remarkable brand story in a compelling, memorable and fun way. With their impressive work and credentials, we could not think of a better agency partner than Droga5 to help us celebrate 60 years of breakfast leadership and to kick off our most exciting year yet.”

Droga5 has won a litany of Cannes Lions awards, and was named AdWeek’s U.S. Agency of the Year in 2016. This year, Droga5 collaborated with The New York Times to launch the highly-recognized “Truth is Hard” campaign, which was awarded two top honors at The Drum’s 2017 Digital Trading Awards, including the Grand Prix and the Best Cross Platform Campaign award.

"People love the cult of IHOP as much as they love pancakes,” said Jonny Bauer, Droga5’s Global Chief Strategy Officer, “and as the lines continue to blur between advertising, marketing and experience, Brad has paved the way for breakthrough ideas to be able to reach every tentacle of their impressive operation."

Droga5 joins a versatile network of agencies currently supporting IHOP marketing, including DeVries Global, MRM/McCann, Blacktop Creative and Initiative.

For more information, please reach out to Sami Newman at [email protected]. Interviews with Brad Haley, Chief Marketing Officer at IHOP, may be made available upon request.

For nearly 60 years, IHOP has been a leader, innovator and expert in all things breakfast, any time of day. The chain offers 65 different signature, fresh, made-to-order breakfast options, a wide selection of popular lunch and dinner items as well as meals under 600 calories. IHOP restaurants offer guests an affordable, everyday dining experience with warm and friendly service. Today, there are more than 1,750 IHOP restaurants around the world, including restaurants in all 50 states and the District of Columbia, Puerto Rico and Guam as well as Canada, Mexico, Guatemala, Panama, Lebanon, the Kingdom of Saudi Arabia, Kuwait, the United Arab Emirates, Bahrain, Qatar, Thailand, India and The Philippines. IHOP restaurants are franchised by affiliates of Glendale, Calif.-based DineEquity, Inc. (NYSE: DIN).

Droga5 is a creative and strategic advertising agency headquartered in New York, with an office in London. Founded in 2006, Droga5’s clients include Ancestry, Belstaff, Blue Apron, Chase, COVERGIRL, Danone, ESPN, Georgia-Pacific, Google, Heineken, Johnsonville, LVMH, MailChimp, Mattress Firm, Mondelēz International, The Nature’s Bounty Co., The New York Times, Peroni, Pizza Hut, Prudential, Sprint, Tencent, Under Armour, Unilever, and the Y, among others. Droga5 has won Agency of the Year 13 times in the last 11 years and is the only agency to be named to Advertising Age’s A-List over seven consecutive years. For more information, visit

Statements contained in this press release may constitute forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. You can identify these forward-looking statements by words such as "may," "will," "should," "expect," "anticipate," "believe," "estimate," "intend," "plan" and other similar expressions. These statements involve known and unknown risks, uncertainties and other factors, which may cause actual results to be materially different from those expressed or implied in such statements. These factors include, but are not limited to: our engagement in business in foreign markets; our ability to identify and recruit qualified franchisees; our franchisees failure to fulfill their contractual development obligations; inability of franchisees to fund capital expenditures; the effect of general economic conditions; DineEquity, Inc. (the “Company”)’s indebtedness; risk of future impairment charges; trading volatility and the price of the Company’s common stock; the Company's results in any given period differing from guidance provided to the public; the highly competitive nature of the restaurant business; the Company's business strategy failing to achieve anticipated results; risks associated with the restaurant industry; risks associated with locations of current and future restaurants; rising costs for food commodities and utilities; shortages or interruptions in the supply or delivery of food; ineffective marketing and guest relationship initiatives and use of social media; changing health or dietary preferences; harm to our brands' reputation; litigation; third-party claims with respect to intellectual property assets; environmental liability; liability relating to employees; failure to comply with applicable laws and regulations; failure to effectively implement restaurant development plans; our dependence upon our franchisees; credit risk from IHOP franchisees operating under our previous business model; termination or non-renewal of franchise agreements; franchisees breaching their franchise agreements; insolvency proceedings involving franchisees; changes in the number and quality of franchisees; heavy dependence on information technology; the occurrence of cyber incidents or a deficiency in our cybersecurity; failure to execute on a business continuity plan; inability to attract and retain talented employees; risks associated with retail brand initiatives; failure of our internal controls; and other factors discussed from time to time in the Company's Annual and Quarterly Reports on Forms 10-K and 10-Q and in the Company's other filings with the Securities and Exchange Commission. The forward-looking statements contained in this release are made as of the date hereof and the Company assumes no obligation to update or supplement any forward-looking statements. This press release is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only.