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Positioning Dunkin’ Donuts’ 3,500 domestic shops as places for stressed-out urbanites to “loosen up a little” came naturally to Marty Donohue and Tim Foley.
The Hill, Holliday, Connors, Cosmopulos svp/group creative directors developed the chain’s new $60 million brand campaign, which breaks this week. Their goal is to keep ads simple and funny. “We don’t take anything seriously,” admits Donohue.
At a meeting with the pair at the office of Hill, Holliday co-president and chief creative officer Mike Sheehan, they tossed off quips and one-liners while previewing the latest Dunkin’ Donuts campaign, the largest effort yet in which they enjoyed creative control.
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