TGI Fridays Appoints Made Movement & Meredith Xcelerated Marketing

In a move designed to offer its guests a more enhanced, robust and personalized experience both inside and outside of the restaurant, TGI Fridays has selected two new agencies – Made Movement (Made) and Meredith Xcelerated Marketing (MXM) – to manage all future digital marketing, e-mail and technology campaigns.

Made Movement, a Boulder, Colo.-based agency, will become the company’s new digital, creative & technology agency of record and will be responsible for driving all digital content and infrastructure as well as managing all of Fridays social channels.

MXM, a leading content-powered customer engagement agency based in New York, has been chosen as the company’s customer engagement agency of record and will manage all e-mail and mobile communications for the Fridays customer loyalty program, Give Me More Stripes®.

“In a digital landscape that is constantly evolving, we want to ensure that the progressive tactics we are using to engage with our Guests are in touch with what they are using in their day-to-day lives and resonate with them on a personal level,” said Brian Gies, chief marketing officer, TGI Fridays. “With these new strategic partnerships, we want to make sure Fridays remains a cutting-edge brand while delivering substance that consumers want.”

The selection of the two agencies is designed to offer guests more dynamic and personalized touch-points to connect with Fridays, through campaigns that will push the envelope in the casual dining space.

“We are taking a giant step forward in the digital/technology space and our new strategic partners will help drive some of the most innovative digital campaigns in the industry,” Gies added.

"TGI Fridays has been a social pioneer since well before there was an Internet,” said Dave Schiff, partner and chief creative officer, Made. “With the digital tools available today, combined with the brand's ability to draw people together in its restaurants, we are excited to work with them to be at the forefront of the changing definition of social interaction.”

“MXM is delighted to join TGI Fridays’ team, and bring our world-class capabilities in email strategy and operations to drive major improvements in engagement and participation,” explained David Brown, executive vice president, MXM.