Hill Sews Up Dunkin’

Three weeks after being assigned the creative and media planning portions of the estimated $40 million Dunkin’ Donuts USA account, Hill, Holliday, Connors, Cosmopulos last week pulled in media buying chores.
A separate review for that assignment came down to two finalists: Hill, Holliday and incumbent VSM in New York.
The Boston agency’s media buying pitch was led by senior vice president and media director Lisa Berman and local broadcast buying ace Karen Agresti.
“We’re really excited about this,” Berman said. “It goes against conventional wisdom for a full-service, midsize shop to go up against a media buying service and win.”
Dunkin’ Donuts is believed to be the largest broadcast buying assignment ever given to Hill, Holliday, which also handles media buying duties for TJX Cos.’ Marshalls. Beginning this fall, the agency will buy media for Dunkin’ Donuts in 78 markets.
Much of the creative materials presented by Hill, Holliday to Dunkin’ Donuts targeted morning commuters. The agency proposed radio spots, billboards and in-store collateral materials promoting the client’s coffee and baked goods as daily habits, as routine as, say, brushing one’s teeth.
Additional staff will need to be hired in the media buying departments of Hill, Holliday’s Boston headquarters as well as its offices in New York and Fort Lauderdale, Fla., said Berman.
Randolph, Mass.-based Dunkin’ Donuts, a division of Allied Domecq in London, launched reviews last month after dismissing its agency of three years, Messner Vetere Berger Schmetterer McNamee/Euro RSCG in New York.