TGI Fridays Expands Digital Marketing Efforts to Enhance Interactions with Guests

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 consumer 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 has redefined the way consumers interact with brands, it's incumbent on us to engage our Guests on their terms vs. ours.  The tactics we're using need to reflect that approach, and ideally resonate with our Guests on a personal level," said Brian Gies, chief marketing officer, TGI Fridays. "With these new strategic partnerships, our aim is to continue to refine our targeting while developing and delivering content consumers want, when and where they want it."
The selection of the two agencies is designed to offer guests more targeted and dynamic touch-points to connect with Fridays, through campaigns that will push the envelope in the casual dining space.
"We're taking a necessary and progressive step forward in the digital/technology space and our new strategic partners will help drive required innovation in our category," Gies added.
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