Denny’s this week has appointed two new agency partners, naming Finn Partners its public relations and brand communications agency of record (AOR) and Mindshare its U.S. media AOR, according to a company announcement. Both took effect early this fall, with Finn taking over the role at the start of August and Mindshare at the start of October.

The diner chain turned 70 this year and the new agencies are intended to help the brand appeal to new audiences while also maintaining its loyal fan base. The agencies will be charged with creative storytelling, photography, video activations and more in an effort to help raise the brand’s profile.

Finn Partners, a full-service marketing and communications company, is tasked with helping to bolster Denny’s image by supporting brand communications, corporate reputation, crisis management, diversity, equity and inclusion efforts, executive visibility and more. It will lead Denny’s business out of the agency’s Chicago office. Mindshare, which is part of GroupM and WPP, will handle media and audience strategy, measurement, planning, investment and analytics. It will conduct business for the brand out of its Atlanta office.

Agency switch-ups aren’t the only change for the diner chain this year. In January, the brand appointed former CEC Entertainment CMO Sherri Landry as its new CMO. The exec succeeds John Dillon, who was promoted from executive vice president and CMO of Denny’s to president of the chain in fall 2022.