Dunkin’ is making one other change to its artistic roster because the model is making Publicis Groupe company Leo Burnett its new lead artistic company, based on 4 sources conversant in the account change. After present initiatives are accomplished, it’s unclear whether or not the model will proceed to work with Anomaly, which it beforehand named AOR in November 2021.
It’s the most recent shift at Dunkin’, which promoted Jill McVicar Nelson to the CMO function in September. The model beforehand employed Stagwell’s Anomaly beneath former CMO Rafael Acevedo, who left the model in March 2022 after lower than a yr within the function. Nelson was elevated to assist the chain attain youthful shoppers, implementing methods together with placing an emphasis on iced drinks. Nelson, who has been with Dunkin’ for over a decade, has additionally helped the model develop its social media presence, elevating its TikTok viewership to over 3.1 million followers, partly by means of a profitable marketing campaign with TikTok influencer Charli D’Amelio.
Dunkin’, Anomaly and Publicis Groupe declined to touch upon the information.
Previous to Anomaly, Omnicom’s BBDO held the account. The model awarded Publicis Media the media account in February 2021. Dunkin’ spent $162 million on measured media from July 2021-June 2022, based on COMvergence. Of that spend, $94 million got here through conventional buys and $68 through digital buys.
Dunkin’ has gone by means of quite a few modifications over the previous few years, together with a rebrand in 2018 that dropped “donuts” from its identify and being bought by Encourage Manufacturers, which additionally owns Arby’s, Sonic and Buffalo Wild Wings, in late 2020.
Leo’s historical past with Dunkin’
Through the earlier pitch that Anomaly received, Leo Burnett competed for the enterprise, however didn’t come out on prime. The company’s relationship with the model started in 2018 through the pitch that BBDO received. Arc Worldwide, which is part of Leo Burnett, received in-store advertising duties. Previous to BBDO’s win, the account was secure, dwelling with Hill Holliday for practically than 20 years.
Leo Burnett has been on a win streak currently. The model, which welcomed again longtime artistic lead Britt Nolan as its Chicago headquarters president and chief artistic officer in 2021, just lately received cereal model Kashi and Jim Beam, and took residence quite a few Clios and a Titanium Lion at Cannes for its shifting “Misplaced Class” marketing campaign for Change the Ref.
Anomaly just lately laid off 8% of its U.S. workers, which, as Carl Johnson, founding associate and govt chairman, famous in an announcement to Adweek, was partly due to the income loss because of Dunkin’. “We see much less conventional consumer income, together with a big discount on Dunkin’, and extra ‘forward-facing’ expertise wants, together with these from innovation, digital transformation, Web3 and media backgrounds.”
