Steve Kelly
Dallas-based restaurant company Brinker International has added industry veteran Steve Kelly as vice president of marketing and award-winning business agency GALE to assist with its CRM (customer relationship management) activities.
The company said that the two moves will allow Chili’s Grill & Bar to serve guests “in a more compelling way” as the brand revamps its digital presence.
“Steve is one of the most talented leaders I’ve worked with, and his diverse skillset will accelerate our marketing strategy,” George Felix, Chili’s chief marketing officer, said in a statement. “Being a relevant and distinctive brand in culture requires a 360-degree focus, and his experience across multiple verticals makes him a natural choice for this role. Additionally, his personality and passion as a people leader are the perfect fit for our ChiliHead culture.”
Kelly is known for a strong digital strategy and creativity during his more than 15 years with Yum! Brands and will oversee key pillars of the Chili’s marketing strategy including CRM, loyalty, digital experience, third-party delivery, and paid media strategy and execution.
Chili’s CRM strategy and execution, as well as a modern makeover of the My Chili’s Rewards loyalty program are key tasks for Kelly.
Agency will bring data-driven approach
GALE, this year’s Adweek Breakthrough Media Agency of the Year, will provide its expertise in the space as agency of record, Brinker said.
The company said that GALE’s data-driven approach will bring enhanced personalization and a more modern feel to Chili’s customer interactions as well as an optimization of all activity to enable more relevant messaging to the Chili’s customer.
“Chili’s is an iconic brand and we’re hugely excited to join their journey of transformation at such a pivotal time,” GALE Managing Director Andrew Noel said in a statement. “There’s never been a more important time for brands to enrich the experiences of audiences, and the Chili’s team recognizes the true power of CRM to transform a business that will win market share.”
Chili’s said that GALE’s work with the company will cover strategy, creative, email, and digital activity, providing data and insights to align CRM activity with the brand’s marketing strategy.
“At Chili’s, each Guest interaction presents a chance to build a relationship that turns into repeat visits,” Kelly said. “GALE’s proven track record in leveraging CRM and loyalty to drive growth made them the perfect choice for this partnership. With success stories across Chipotle, H&R Block, and Hard Rock, GALE has demonstrated its ability to deliver exceptional results for renowned brands.”
Founded in 2014, GALE has offices in New York, Singapore, Toronto, Denver, Los Angeles, London, Austin, Kansas City, and Bengaluru, India.
Get on the list.
Dallas Innovates, every day.
Sign up to keep your eye on what’s new and next in Dallas-Fort Worth, every day.
R E A D N E X T
-
Todd Tucker and Bill Milkereit both hail from TRG—formerly The Richards Group—and are responsible for some memorable advertising work in recent years, including spots for Chick-fil-A’s EAT MOR CHIKIN Cow campaign, The Home Depot, and Fruit of the Loom.
-
Dallas-based independent ad agency Firehouse announced the promotions of three female leaders. Principals Erica Baker and Megan Ward have been promoted to partner, while Emily Black was promoted to principal in addition to her role as group account director. “Erica, Megan, and Emily have truly committed to Firehouse,” CEO Steve Smith said in a statement. “Since day one, all of them used their roles to make the agency and its output better.” The agency also announced that it has been named as a national Best Place to Work by Ad Age for the second consecutive year. Firehouse said the agency…
-
It's a big deal for an ad agency to get one commercial into the Super Bowl, where 30-second spots this year are running for $7 million a pop. But during this year's big game, Dallas-based LERMA/ Agency will be cheering on three different spots it produced. According to the Dallas Business Journal, LERMA/ produced a :30 spot for Irving-based Avocados from Mexico, and also said "Action!" for a 30-second and a 60-second spot for "He Gets Us" a Christian ad campaign funded by what Christianity Today calls "a small group of wealthy anonymous families."
-
Pioneering a new frontier in advertising, Doable's founders have forged a strategic partnership with global network Worldwide Partners and independently established a research institute. Their target: an underrepresented $480 billion consumer market.
-
Last week we told you The Whippersnapper bar off Dallas' Henderson Avenue was being transformed into a BAR-bie themed popup. The transformation is in honor of Warner Bros.' "Barbie" blockbuster, which has scored more than $1 billion in worldwide box office—and it'll be officially unveiled tonight. Here's an early look inside and out.
