NEW YORK Baskin-Robbins has hired MDC Partners' Cliff Freeman and Partners here for creative chores on its ad account following a review, the agency confirmed today.
The move comes three months after the Canton, Mass.-based ice-cream chain and VitroRobertson in San Diego went their separate ways over what the latter termed "creative differences" [Adweek Online, Oct. 18].
The client has spent slightly less than $10 million in domestic measured media in each of the past two years, per Nielsen Monitor-Plus.
A consortium of private equity firms bought Baskin (as well as the Dunkin' Donuts and Togo's sandwich shop units) for $2.4 billion in late 2005 from Pernod Ricard. The three chains have 12,000 combined locations worldwide.
Vitro's recent efforts for the client included a campaign tagged "Are you bold?" The work supported several new products, including Bold Breezes, the first non-ice cream-based beverage in the company's 60-year history. Vitro is also a unit of Toronto-based MDC.
Other contenders in the Baskin review were not disclosed.