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Studiocom to Create CRM Strategy for Dunkin' Donuts
 TMCnet Contributing Editor
Dunkin' Donuts and Baskin-Robbins have announced that Atlanta-based Studiocom Interactive has been awarded the beverage and food marketer's digital marketing duties for 2007, which will include developing "long-term strategies for Customer Relationship Management," Dunkin' Brands officials say.
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," Dunkin' officials say, adding that the WPP-owned agency will develop long-term strategies for CRM surrounding the Dunkin' stored value Card, and Baskin-Robbins' Birthday Club program.
Search Engine Marketing, Search Engine Optimization, 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," stated Will Kussell, Chief Operating Officer of Dunkin' Brands.
Studiocom President, Carlos Pimenta said 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.
Dunkin' Brands has more than 13,000 franchises in 50 countries worldwide -- 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.
In November 2005 Studiocom, perhaps best known for its work on the CokeMusic.com project for Coca-Cola, was acquired by VML, an agency of the Kansas City, Missouri-based WPP network.
Financial terms of the deal weren't disclosed at the time, and industry observer Pamela Parker noted that "Studiocom is to operate as an independent unit headquartered in Marietta, Georgia. The company's 90 employees will work out of Marietta, Los Angeles, and Bogota, Colombia."
VML's client list at the time included AMC Theaters, Burger King, Intuit, Microsoft, Sprint (News - Alert) and Weight Watchers, Parker wrote.
David Sims is a contributing editor for TMCnet. For more articles please visit David Sims' columnist page.
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