Hill Holliday | Agency Profile, Contacts, AOR, Client Relationships
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Hill Holliday Contacts
|Lance J.||Chief Creative Officer & Executive Vice President||MA|
Sample of Associated Brands
|Lesley B.||Chief Strategy Officer||MA|
|Karen K.||Chairman & Chief Executive Officer||MA|
|Leslee L.||Chief Operating Officer||MA|
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Campaign Imminent: Dunkin' Donuts searching for media partner as creative review draws to a close (Score 88)
Dunkin’ Donuts has, in fact, announced a US media review (following, just as we posited it would, its US creative review). An RFP has already been issued, so hopefully you reached out back in December and have found yourselves on the shortlist.
We've reported on DD multiple times in the last quarter, so you can follow up on current marketing plans, decision maker shifts and spend below. Keep in mind that DD recently rolled out its three-tiered value menu nationally (which we told you about in February; more below). The menu, dubbed Dunkin' Go2s, features (generally) wraps and sandwiches at $2, $3 and $5 for two and is being supported by a national TV campaign, per iSpot. Thus far, four spots supporting the menu rollout have been released since March 29, with spend totaling $698,000. Majority of these spots have aired during the primetime daypart during shows such as "College Basketball," SportsCenter," "Good Girls (NBC)," "Love & Hip Hop: Atlanta (VH1), "The Voice (NBC)" and "Lucifer (NBC)."
Below was originally published on 3/29:
MullenLowe Mediahub, where he has served as executive director since late 2015, working on brands such as Chipotle, JetBlue, Ulta and Staples.
In a press release, Weisman stated: "Under [Lusby's] direction, we look forward to developing exciting ways to promote the DD brand across a broad spectrum of channels, from TV to new opportunities in digital and emerging media." You may remember that we told you last month about DD's decision to simplify its messaging (more below), as well as its recent creative review (that should conclude by the end of Q1).
YTD, nbcsports.com (Comcast NBC Universal Digital). 2018 spend so far is about half of what was spent during the same period 2017, but this could turnaround now that a new media VP is in place.
iSpot reports that 2018's national TV spend thus far is just under $30 million. Unlike digital display spend, this is double what was spent during the same period 2017, which was only (she says with a grain of salt) $17.6 million.
Since media reviews tend to follow creative (and vice versa), the addition of a new media lead only increases the chance that a media review could occur before the end of the year. IPG's Hill Holliday has held this work since 1998, but losing the creative portion of its remit increases the likelihood that it will lose the entire account. MullenLowe would possibly be the front-runner, given Lusby's relationship with the agency, but this doesn't mean the account will change hands without a formal review (if it does, in fact, change).
Read more about 2017's spend and the ongoing creative review below, interested parties.
Below was originally published on 2/15:
Vulnerable Account Index, is preparing to debut a new, simplified menu nationwide by the end of Q1, CMO Tony Weisman mentioned during the company's Investor Day. Weisman mentioned that DD "took our coffee message for granted" and needs to tell this story more. Keep in mind that DD is currently reviewing its creative account and a winner should emerge by the end of Q1 (more info below). Sellers, therefore, should be reaching out for dollars around a new campaign later in the year.
The company is also planning to open 1,000 additional locations by 2020, most of which will be outside of the Northeast (where DD is based). So in addition to a likely national campaign, sellers should be looking for more regional/local dollars as it continues to expand. DD recently debuted some market-specific messaging, such as "NY" on cups for New York, so there should be more of this on the horizon.
Agency and martech readers - while it may be too late to compete for creative work, I would bet that media and other parts of the account are under review within the year (unless HH retains the account). Publicis's DigitasLBi has handled digital for DD for six years, but Weisman joined DD from that agency, so it is likely to stay put for the foreseeable future.
Read more about DD's marketing spend and strategy below.
Below was originally published on 12/7:
just three months after Tony Weisman was named CMO, so hopefully you were able to get on the shortlist, The process is expected to be completed by the end of Q1 and is being handled by MediaLink.
IPG's Ad Age.
In September, we told you that DD was looking to emphasize it's targeted "time-strapped, on-the-go" consumer. Additionally, the review comes as DD is evaluating a potential rebrand that will see the company drop "Donuts" from its name to focus more on coffee. Sellers should look for dollars around this rebrand. Also, keep in mind that DD has increased national TV spend this year, while slightly decreasing digital display dollars (more here).
Per here. This is the bulk of Dunkin's brand spend, as only $309,000 was allocated to Baskin-Robbins this year. 2017's spend in this channel peaked in Q1 and has gradually decreased throughout the year. Note that top targeted sites are sports properties such as: nhl.com, wwe.com and espn.com.
Though display spend is down slightly this year, DD has increased national TV spend by nearly 20% in 2017 - jumping to $75.2 million from $63 million last year. See chart for show targeting. Keep in mind that national TV dollars are deployed evenly throughout the year for the most part.
Agency readers - while it may be too late to compete for creative work, I would bet that media and other parts of the account are under review within the year (unless HH retains the account). Publicis's DigitasLBi has handled digital for DD for six years, but Weisman joined DD from that agency, so it is likely to stay put for the foreseeable future.