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Arc Worldwide | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (312) 220-3200
Primary Address
35 West Wacker Drive
15th Floor
Chicago,
IL
60601-4884
USA
Arc Worldwide Contacts
Contacts (5/33)
Name | Title | State | ||||||||||||
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Soche P. | Chief Executive Officer - North America | IL | ||||||||||||
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Elizabeth H. | Chief Strategy Officer | IL | ||||||||||||
Loraine W. | Associate Director, Resource Management | IL | ||||||||||||
Alexis O. | Account Executive | IL | ||||||||||||
Kristyna K. | Senior Account Executive | IL |
WinmoEdge
Campaign Imminent: Dunkin' taps creative AOR after promoting CMO (Score 79)
- This shift seems to have replaced Anomaly, Dunkin's incumbent creative AOR since November 2021.
- The shift also isn't a total Anomaly (you're welcome); we predicted an agency review would follow Dunkin's RockOrange.
- McVicar Nelson is particularly focused on helping Dunkin' reach younger consumers via strategies such as emphasizing iced beverages.
- Since joining the company over a decade ago, she has also helped grow the company's social media presence.
- For example, she's raised its TikTok viewership to over 3.1m followers, partly thanks to a successful campaign with TikTok influencer Charli D'Amelio.
- The company will likely:
- Continue focusing on digital/paid social channels to reach younger audiences
- Seek additional influencer and sponsorship opportunities
- Sharply increase spend in Q2-Q3 to promote its iced beverages during the hot summer months
- Return to heavier digital ad spend
- Seek additional new agency partners
- Target demographic:
- Gen-Z: Podcast and paid social channels such as TikTok
- Gen-X: National TV, OOH, radio, print, and local broadcast channels
- Additional insight: Dunkin' has also started targeting Hispanic audiences more (more here).
Recent sponsorship:
- Dunkin' also teamed up with the Charlotte Hornets with a new "GO HORNETS" donut, which will be available at participating locations around Charlotte.
- The multi-year partnership named Dunkin' as the team's new Official Coffee.
- It will also allow Dunkin' experiential activation opportunities since it marks the company as the presenting partner of each in-game performance by the Flight Squad, a group of "daring dunkers" that hype up Hornets fans during game timeouts alongside Super Hugo.
- Dunkin' will also randomly distribute 40 gift cards after each performance and, at select games, present parachute drops holding a total of 50 gift cards.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- 2021-2022 spend: Dunkin' spent approximately $67.6m on national TV commercials last year, an 8% increase from the approximately $62.8m spent in 2021.
- 2022 ad programming: Its 2022 commercials targeted male sports enthusiasts watching shows such as the Super Bowl LVI Pregame, NFL Football, NBA Basketball, Today 3rd Hour, and NHL Hockey.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, the company allocated roughly $48.1m toward digital ads, only around half of the roughly $96.7m allocated the year prior.
- 2022 data: Dunkin' earned ~5.7b digital impressions last year via Facebook (54%), Instagram (32%), desktop video (11%), desktop display (3%), and mobile display (1%) ads.
- Additional channel insights
- The company utilizes OOH, radio, print, and local broadcast.
- Dunkin' sponsors podcasts such as Armstrong & Getty, Adam Carolla Show, The Extreme Health Radio, The NewsWorthy, and The John Batchelor Show.
Additional agency insights:
- Opportunity: Additional agency reviews could easily follow this one, so get in touch soon to offer digital analytics, PR, and/or experiential services.
- Current agency roster:
Insight Sources: Broadcast insights estimated by Podchaser.