Friendly’s Taps Three Massachusetts Agencies for 2013

New Advertising, Public Relations and Media Agencies Selected for Brand

WILBRAHAM, Mass. - December 17, 2012 – Friendly’s Ice Cream, LLC, the iconic restaurant and ice cream brand, has announced it will begin new strategic partnerships with three Massachusetts-based agencies.

Allen & Gerritsen (a&g), Regan Communications Group and CAM Media, Inc. will begin their relationship with Friendly’s on January 2, 2013.

Allen & Gerritsen a Boston-based full service agency, recently ranked number one in the United States by Advertising Age as “Best Place to Work in Marketing and Media” for the second consecutive year, will serve as agency of record. a&g will handle all creative, strategic planning, web, POP, analytics, overall media strategy as well as TV/video, digital, mobile, out-of-home buying and social media. Regan Communications Group, the largest privately held Public Relations firm in New England, will lead all Public Relations efforts. Cam Media, Inc., founded in 1994, a fully integrated media agency will be responsible for media planning and buying, including radio, print and direct mail.

“It is with great excitement that we partner with these accomplished agencies. Aligning with these agencies will further strengthen the Friendly’s brand by focusing on strategic planning and effective communications to our guests”, stated Bradford Schiff, EVP and Chief Marketing Officer for Friendly’s.

"We are honored to have the opportunity to work with one of New England’s most iconic brands," said Andrew Graff, CEO of Allen & Gerritsen. “Our combination of expertise in marketing, advertising and digital, along with our intimate knowledge of the restaurant industry will drive additional growth and success for Friendly’s."

About Friendly's Ice Cream, LLC

Friendly's Ice Cream, LLC is a new, vertically integrated restaurant company, with a legendary brand name, serving signature sandwiches, entrees and ice cream desserts in a friendly, family environment. Together with its broad franchisee base, the company has system-wide sales of over $550 million and distribution through over 7,500 retail locations. For over 77 years, Friendly’s restaurants and dedicated service teams have delighted generations of guests. For the future, Friendly’s has plans for new food and ice cream products and enhanced buildings.

About Allen & Gerritsen

Allen & Gerritsen (a&g) is a 27-year-old advertising agency with an entrepreneurial spirit. Always focused on what’s next, we view the agency as a lab, incubating ideas to build business (including our own media channels like #Techi). a&g is ranked number one by Advertising Age a Best Place to Work Top 50 Independent advertising agencies in the US and named a Best Place to Work in Massachusetts by both the Boston Globe and the Boston Business Journal. Our client roster is comprised of a mix of consumer and BtoB brands, including: The Boston Celtics, Bright Horizons Family Solutions, Comcast, D’Angelo Grilled Sandwiches, Friendly’s, Hannaford Supermarkets, Kamik Footwear, MFS Investment Management, Ninety Nine Restaurants, Papa Gino’s, WBUR, Partnership for a Drug Free America, Raymond Corporation (a division of Toyota Industries Corporation), Toy State, Waters Corporation and Zildjian.

About Regan Communications Group

Regan Communications Group (RCG) is the largest privately-held communications firm in New England and the ninth largest privately-owned communications firm in the nation, with offices in Boston; Osterville on Cape Cod; Providence, Rhode Island; Hartford, Connecticut; New York City; and Jupiter, Florida. Founded in 1984 and headquartered in Boston, Massachusetts, RCG provides a suite of services for our clients including advertising & marketing, traditional public relations, crisis communications, government relations, social media, integrated marketing, and video & design. RCG manages more than 130 clients including Mohegan Sun, The Boston Celtics, Simon Mall Properties, New Balance, and Bank of America. Learn more by visiting us at

About Cam Media & Graphics Inc.

Cam Media & Graphics Inc., Wakefield, MA, founded 1994, is a fully integrated media buying and advertising agency with billings of over $12M annually. Dedicated to client service, Cam Media has an impeccable track record of retail media successes as a result of unparalled media buying leverage. Considered by many as one of the most important buying groups, Cam Media continues to grow their already dominant roster of clients.



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Friendly's Ice Cream, LLC is a vertically integrated restaurant company, with an iconic brand name, serving signature sandwiches, burgers and ice cream desserts in a friendly, family environment.


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