Dave & Buster’s hands creative to Gut and media to Mediaplus. Both start on 1 October

Dave & Buster’s has a new pair of agencies. Gut takes creative and Mediaplus takes media, both from 1 October 2026, Campaign US reported on 24 September. The arcade and restaurant chain has posted 13 straight quarters of falling sales, according to Adweek. Jeremy Tucker, who became chief marketing officer in June, made the final call.

Gut takes creative, Mediaplus takes planning and buying

Gut picks up creative work, brand strategy, social and influencer marketing. Mediaplus handles planning, buying, data and local targeting. Campaign US says Gut replaces Mother New York, which had held the creative account since 2020. Adweek reports that the pitch also included the outgoing agencies Deloitte Digital and Dentsu X.

Jeremy Tucker ran the review with Joanne Davis Consulting

The search began in spring 2026 and Joanne Davis Consulting managed it. Tucker arrived from AutoNation in June. He told Campaign US the task is to give guests more reasons to pick the chain at the weekend. Awareness already sits near 90 percent, Adweek reports, so the brief is not a full rebrand.

Large accounts have moved several times this year. Coca-Cola put its North American media into review, and PepsiCo moved its global media to Publicis.

Mediaplus North America adds a national US account

Tamara Alesi, chief executive of Mediaplus North America, told Campaign US: “People don’t just plan a Dave & Buster’s visit, they plan an occasion.” Ryan O’Hagan, chief executive of Gut Toronto, said his team wants to bring the brand’s heritage back with braver work. Omnicom Media, meanwhile, reported 3.3 billion dollars of new billings for the first half.

Gut and Mediaplus are the winners here. Mother New York loses creative after six years and Dentsu X loses the media work, on the two outlets’ accounts.