CLIENT
IHOP
Brad Haley, Chief Marketing Officer
Alisa Gmelich, Vice President Marketing
Michael McCarthy, Executive Director Consumer Marketing
Stephanie Peterson, Executive Director Communications
AGENCY
Brad Haley, Chief Marketing Officer
Alisa Gmelich, Vice President Marketing
Michael McCarthy, Executive Director Consumer Marketing
Stephanie Peterson, Executive Director Communications
Droga5
Charles Kim, Video Partnerships Director
Kirsten Cole, Video Partnerships Associate Director
Luis Tamayo, Video Partnerships Manager
Daniel Landers, Group Strategy Director
Robert Holtkamp, Managing Director Client Advice & Management
Lynlea Marino, Communications Design Manager
Kaitlin Varner, Analytics Director
Avery Geisler, Communications Designer
Jane Lu, Communications Design Associate
Brittany Mosley, Digital Director
Paul Gerlando, Communications Design Director
Chase Harding, Senior Negotiator, Digital Partnerships
Pele Cortizo-Burgess, US Chief Strategy Officer
Brian Thorn, Negotiator, Digital Partnerships
Natalie Pidding, Strategy Director
Derek Kang, Digital Partnerships Associate
DeVries Global
SUMMARY
In 2018, IHOP seized the power of data to solve media’s greatest mystery.
We reversed IHOP’s declining conversions by introducing four paths for growth.
We translated these into communications missions and crafted high-value audiences for each.
We then pushed further where most would have stopped;
we leveraged our data stack to supercharge optimization with granular insights garnered via a one-of-a-kind closed-loop attribution model.
