• by Fern Siegel , December 7, 2023

Krispy Kreme named VML as its global creative agency partner.

The agency will handle creative strategy and visual identity for the brand, both in the U.S. and abroad. VML will also support Krispy Kreme’s limited-time offers during holiday periods to broaden customer engagement.

The account was assigned after a competitive pitch.

FleishmanHillard was Krispy Kreme’s former creative agency and will remain to handle public relations.

Krispy Kreme is the first major new business win for VML following its recent merger. In October, WPP merged Wunderman Thompson and VMLY&R to create VML.

Dave Skena, chief global brand officer at Krispy Kreme, said: "The agency’s data-informed strategic mindset and brilliance in creative global brand platforms offer the partnership we need to elevate the Krispy Kreme brand and captivate audiences across all of our global markets."

The doughnut company, based in Charlotte, N.C., operates in more than 35 countries and recently announced new locations in Switzerland, Chile and Jamaica.

VML's first work is expected next spring.