Baskin-Robbins Selects New Agency

22squared has added the Baskin-Robbins account following a review, the agency said today.

The Canton, Mass.-based ice-cream shop chain spends $10-15 million annually on ads, per Nielsen. Work has mainly consisted of traditional outreach via print and TV, though an increasing amount of interactive promotions have been tried in recent campaigns.

The assignment had previously been at Cliff Freeman and Partners in New York, which closed its doors last fall.

Pile + Co., the consulting firm in Boston, led the review to select a successor.

Kirshenbaum Bond Senecal + Partners, Oglivy & Mather and Merkley + Partners, all in New York, also competed for the business. The brand may have made a cut to two shops before 22squared was finally chosen, per sources.

Richard Ward, CEO of 22squared, said: “The belief in the power of brand advocacy is the core around which our entire agency revolves.  Developing work to engage customers on behalf of a brand with such universal appeal as Baskin-Robbins will be an exciting opportunity for us.”

22squared is an independent shop based in Atlanta.