AGENCY
Initiative
Dan Kelly, Creative Director
Alexandra Cohen, Brand Strategist
Ryan McDaid, Senior Brand Strategist
Todd Rone Parker, Creative Director
David Droga, Founder & Creative Chairman
Nate Moore, Design Director
Albie Eloy, Designer
Scott Bell, Executive Creative Director
Jonny Bauer, Global Chief Strategy Officer
James Garvey, Experience Designer
Katy Alonzo, Group Strategy Director
Robert Cohen, Data Strategist
Elizabeth Hartley, Communications Strategy Director
Parks Middleton, Senior Communications Strategist
Ryan Miller, Data Strategy Director
Kristen Mooney, Strategy Director
DeVries Global
SUMMARY
To outgrow a shrinking category, IHOP needed to think beyond the pancake by launching new burgers. To convince an indifferent world, we needed to prove that we took our burgers as seriously as our pancakes. So we did the most serious thing possible. We changed our name to IHOb. The simple flip of a P to a b started a world-wide guessing game. Upon revealing b = burgers, we ignited a viral phenomenon that sparked cultural debate, skyrocketed burger sales, and rekindled America's love for IHOP.
