BOSTON, US – Dunkin’ has announced that Anomaly New York will serve as its new lead creative agency of record. The announcement comes after a competitive review that was initiated this summer. Working closely with Dunkin’s marketing leadership and existing partners, Anomaly will lead overall creative strategy and development to help Dunkin’ continue to stand apart as a favorite on-the-go stop for coffee, cold beverages and snacking.
Anomaly will have direct responsibility for national broadcast, digital video and audio, social and out-of-home advertising development. Anomaly’s initial work for Dunkin’ is expected to debut in 2022.
“We were very impressed with Anomaly’s creative insights and approach to modernize the brand ethos of “America Runs on Dunkin’” while staying true to the brand heritage and purpose, and we are excited to partner with them to write the next chapter in the history of Dunkin’,” said Rafael Acevedo, U.S. Chief Marketing Officer, Dunkin’. “We have bold ambitions for the Dunkin’ brand and we are confident that Anomaly’s creativity and strong connection with culture will help us unlock growth and further accelerate brand momentum.”
Anomaly was chosen for its strategic prowess, creative output and successful track record in developing breakthrough campaigns to deepen relationships between customers and well-known brands, including Johnnie Walker, Dick’s Sporting Goods, Coca-Cola and Google. The agency has distinguished itself by delivering bold creative ideas that influence culture and propel brands forward.
Mike Byrne, Founding Partner and Global CCO, Anomaly, said, “Early on in the process this became personal. We had something that we lived and breathed. It didn’t feel like work at all. It was more like we were on a mission and they were with us every step of the way.”
Anomaly will begin working with Dunkin’ immediately, adding to the brand’s agency partner roster, which includes Arc, Dieste, The Lacek Group, Turner Duckworth, Publicis Media, and MSL, who was recently named the lead public relations agency for Inspire Brands.
The Dunkin’ creative agency review was led by Joanne Davis Consulting.