Dunkin' Brands Hires New Digital Marketing Agency of Record
Studiocom Interactive to Enhance the Company's Online Media Efforts
Dunkin' Donuts and Baskin-Robbins today announced that Atlanta-based Studiocom Interactive was recently awarded the beverage and food marketer's digital marketing duties for 2007. 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 websites. In addition, the WPP-owned agency will develop long-term strategies for Customer Relationship Management (CRM) surrounding the Dunkin' stored value Card, and Baskin-Robbins' Birthday Club program. Search Engine Marketing (SEM), Search Engine Optimization (SEO), and enhanced e-Commerce efforts will also be part of the overall agreement.
"In today's world having a strong and creative online presence is critical for business. Studiocom demonstrated the passion, creative expertise, and experience with online loyalty programs that we were looking for," stated Will Kussell, Chief Operating Officer of Dunkin' Brands.
"Our experience in engaging younger consumers with brands online, and our ideas for positioning Dunkin' with its present and future customers was, in the end, the determining factor in their decision," noted Studiocom President, Carlos Pimenta. Studiocom's new Boston office personnel will be collaborating with the brand's agency partner, Hill Holliday, Connors and Cosmopolous in developing online extensions for select product campaigns.
About Dunkin' Brands
With more than 13,000 franchises in 50 countries worldwide, Dunkin' Brands, Inc. is renowned for its leadership in the quick quality restaurant category. There were 7,293 Dunkin' Donuts restaurants, 5,838 Baskin-Robbins restaurants and 280 Togo's restaurants with system-wide sales of $6.4 billion at the end of 2006. Dunkin' Brands, Inc. is headquartered in Canton, Massachusetts.
Logos, product and company names mentioned are the property of their respective owners.
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