Dunkin' Taps Studiocom For Digital Ads

Following a lengthy search, Dunkin' Brands has awarded Studiocom Interactive its 2007 digital marketing duties for Dunkin' Donuts and Baskin-Robbins. Studiocom was chosen to be the digital marketing agency of record from a multi-agency search conducted for Dunkin' Brands by Boston-based search firm, Foghound.

Studiocom will provide online strategy and creative support for selected new product launches, plan and buy all online media, and redesign the two brands' consumer Web sites.

Search Engine Marketing, Search Engine Optimization, and enhanced e-commerce efforts will also be part of the overall agreement.

In addition, the WPP-owned agency will develop long-term strategies for customer relationship management surrounding the Dunkin' stored value Card, and Baskin-Robbins' Birthday Club program.

"Studiocom demonstrated the passion, creative expertise, and experience with online loyalty programs that we were looking for," Will Kussell, chief operating officer of Dunkin' Brands, said in a statement.



Last summer, Dunkin' Brands, Inc. announced its search for a single agency for all of the company's digital marketing initiatives across its three brands, Dunkin' Donuts, Baskin Robbins, and Togo's. Previously, Dunkin' Brands' three divisions worked with different shops for digital marketing efforts.

Dunkin' Brands, which was acquired last April by a consortium of three private equity firms, has been looking to raise its profile through marketing. One month after the change in ownership, the company embarked on a wide-scale TV ad campaign, which was handled by Hill Holliday in Boston, Dunkin' Brands' agency of record for traditional marketing.

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