Dunkin' Donuts has appointed Omnicom’s BBDO Worldwide as its new creative agency of record while Leo Burnett’s Arc has been tapped to handle retail and in-store marketing efforts, following a review that began late last year.
Incumbent agency Hill Holiday, part of Interpublic, chose not to participate in the review. The creative review has concluded as the company continues a separate media planning and buying pitch with decision expected in the third quarter. Incumbent Trilia—Hill Holliday’s media operation--is participating in that review, which is being led by MediaLink.
In its 2017 annual report the firm reported total advertising expense of $476 million last year.
BBDO will oversee advertising strategy and creative across all national print, broadcast and out-of-home advertising development, as well as digital and multi-cultural advertising efforts. The agency’s initial work for the client is expected to debut this fall.
"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," stated Dunkin' Donuts' U.S. chief marketing officer Tony Weisman. "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."
Weisman added that “ARC demonstrated a deep understanding of our customers and how to captivate them close to home and in the store. 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."