Havas has been selected as agency of record for Green Mountain Coffee Roasters after a review, the agency confirmed Monday. Previously the coffee company had dealt with several shops none of which were considered lead agency of record.
The client spent more than $60 million on ads last year, per Kantar, and the agency said the new account is among its top-10 largest for North America.
It’s the second big win for the agency in as many weeks. Last week it hauled in the estimated $150 million Liberty Mutual creative account.
Havas will lead brand and communication strategies for Green Mountain’s coffee brewers and beverages, including the Keurig brewer system and related drinks.
Havas’ work on the account has already begun and includes television spots that are airing this holiday season. In addition, agencies within the Havas global network are developing integrated campaigns that include media, digital, social, geo-marketing programs, and experiential events.
“As the brand expands its product offerings and presence in global marketplaces, Havas’s global network will prove a strategic partner in developing and executing GMCR’s marketing and advertising strategies across multiple product lines,” said Andrew Benett, global president, Havas Worldwide.