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Starbucks has added Draftfcb to its roster of creative agencies to handle a new assignment: direct marketing and customer relationship management duties on the brand’s loyalty cards, sources said.
The Interpublic Group shop participated in a review last year for brand image duties that Omnicom Group’s BBDO won, and in that review, Draftfcb put forth direct marketing ideas that the Seattle-based client has now bought, according to sources. Account billings could not be determined.
The assignment is said to include Starbucks’ main loyalty card, and cards that promote new product launches as well as the company’s rewards, gold and Red cards.
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