Fast-rising Manhattan Bagel Company selects DKB & Partners as first agency of record.MORRISTOWN, N.J.--(BUSINESS WIRE)--March 27, 1996--Manhattan Bagel Company, the Eatontown, N.J.-based firm that's making the most noise in the booming bagel business, has named DKB DKB Dürener Kreisbahn (German) DKB Dresdner Kleinwort Benson DKB Dancers Kick Butt DKB Daichi Kaigin Bank DKB Device Key Block & Partners, one of New Jersey's largest advertising/public relations firms, as its first advertising agency of record, it was announced today. DKB & Partners will launch a multi-million dollar national advertising campaign, positioning Manhattan Bagel as the nation's leader of the so-called "Bagel Boom." DKB & Partners was chosen from a field of five agencies from New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. to Atlanta. "We were looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. a full-service agency that matched our criteria: strong creative, marketplace insight and a solid research base," said Manhattan Bagel's National Marketing Director Michael Santel. "We found what were were looking for with DKB. It's a strong strategic alliance." The venture with DKB isn't Manhattan Bagel's first foray into the world of advertising. Last year, the company launched a spot television and spot campaign in six of the company's markets. Manhattan Bagel Company was the first bagel chain to use the major broadcast networks of ABC ABC in full American Broadcasting Co. Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. , NBC NBC in full National Broadcasting Co. Major U.S. commercial broadcasting company. It was formed in 1926 by RCA Corp., General Electric Co. (GE), and Westinghouse and was the first U.S. company to operate a broadcast network. , CBS (Cell Broadcast Service) See cell broadcast. and Fox. Beginning this fall, however, the approach to attracting new customers, expanding market share and increasing brand awareness around the country will comprise print and broadcast executions supplemented by a direct mail campaign. Advertising strategy and execution will be dictated by agency research, said Gary Davis, President of DKB & Partners. This much is known already; Manhattan Bagel, with more than 170 stores in the United States and Canada, is enjoying exceptional growth and strong same-store sales. Projections call for approximately 320 stores in operation by the end of 1996. "Of all the recent agency wins we've had, this is easily the most gratifying grat·i·fy tr.v. grat·i·fied, grat·i·fy·ing, grat·i·fies 1. To please or satisfy: His achievement gratified his father. See Synonyms at please. 2. ," said Davis. "It's a tremendous partnership: Both Manhattan Bagel and DKB are fast-growing companies that are on their way to national prominence." What's fueling the Bagel Boom? After starting off with company-owned bakeries, Manhattan Bagel developed a successful franchise system and went public in 1995. U.S. bagel consumption has risen from 2.75 pounds per person in 1989 to 3.56 pounds in 1993, according the American Baking Institute. DKB is also enjoying decided growth. The company has increased its annualized annualized Of or relating to a variable that has been mathematically converted to a yearly rate. Inflation and interest rates are generally annualized since it is on this basis that these two variables are ordinarily stated and compared. billings from $9 million in 1991 to $48 million in 1996 and is ahead of 1996 projections. CONTACT: DKB & Partners, Gary Davis, 201/993-5600 or Manhattan Bagel Co. Michael Santel, 908/544-0155 |
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