Several months after launching its first creative review in almost 20 years, Dunkin’ Donuts has chosen BBDO and Arc Worldwide as its newest creative agency partners.
Omnicom’s BBDO will be the chain’s agency of record, while Arc—part of the Leo Burnett organization—handles in-store marketing. BBDO will be tasked with handling all digital and multicultural marketing for Dunkin’ Donuts, in addition to broadcast, print and out-of-home.
Incumbent Hill Holliday opted not to participate in the creative review, which launched several weeks after former Digitas North America CEO Tony Weisman became Dunkin’ Donuts’ new CMO.
“This is an incredibly exciting time for our brand, with new menu choices, next-generation store design and new technology, all designed to transform Dunkin’ Donuts into America’s favorite, beverage-led, on-the-go brand,” Weisman said in a statement. “We loved the insights and innovation that BBDO Worldwide brought to the pitch, and we believe they are the best partner to help us transform and elevate our marketing, finding fresh and relevant new ways to inspire and captivate customers.”
“Additionally, Arc demonstrated a deep understanding of our customers and how to captivate them close to home and in the store,” he added. “Every agency that participated in the pitch delivered great thinking and talent, and we are grateful that we got to choose from such a terrific line-up of contenders.”
The win sees BBDO bounce back from a series of recent account losses and subsequent staffing reductions.
In March, the agency parted with an unspecified number of employees at its New York headquarters after The Campbell Soup Company ended a 60-year relationship, sending its U.S. retail account to Publicis Groupe following a review. Twelve-year client Lowe’s also previously launched a creative review. Lowe’s concluded that review at the beginning of March, naming Los Angeles’ Conill, Maine’s The VIA Agency and South Carolina’s EP+Co as its new agency partners as it abandoned the traditional agency-of-record model.
“Dunkin’ Donuts holds a big place in the hearts of millions of people who fuel their day with Dunkin’s coffee, donuts and breakfast sandwiches,” BBDO Worldwide chief creative officer David Lubars said in a statement. “We were inspired by the brand’s commitment to innovation demonstrated both by the entire executive team, and the franchisees who truly own the customer experience.”
“America needs Dunkin’ right now, and we can’t wait to get to work developing new marketing initiatives that will accelerate the transformation of this iconic brand,” added BBDO Worldwide CEO Andrew Robertson.
Dunkin’ Donuts is also currently reviewing its media business. The review is being led by MediaLink and expected to conclude some time in Q3. IPG’s Trilia, a full-service media agency launched from Hill Holliday and Erwin Penland, is participating in the media review process.
According to Kantar Media, parent company Dunkin’ Brands spent around $150 million on paid media in the U.S. in 2016.