Krispy Kreme names agency for global marketing

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WINSTON-SALEM, N.C. — Krispy Kreme Doughnuts Inc. said today it has hired a global marketing agency, VML of Kansas City, to handle the digital side of promoting its glazed delicacies and beverages.

The group will work in conjunction with Krispy Kreme’s internal marketing and brand development teams, as well as design agency partner Shapiro Walker Design.

The goal is to increase Krispy Kreme’s digital reach and to capitalize on international growth. The company has a goal of expanding from about 540 international shops to 900 by the end of fiscal 2017. It currently has franchisees in 23 countries, excluding the United States.

VML has a well-recognized digital client base that includes other iconic brands as Kellogg’s, Kleenex, Gatorade, Dell and Southwest Airlines.

“Krispy Kreme has been on an accelerated path in growing its digital presence over the last several years, making it a key driver in our marketing mix,” Dwayne Chambers, the company’s chief marketing officer, said in a statement. “VML was chosen for their presence in the global markets in which our fans enjoy our products, and for their demonstrated ability to successfully execute unique and memorable campaigns on a global scale.”

Among VML’s tasks will be developing marketing and communications campaigns and content across new and existing digital, social, and interactive media channels.

“At the heart of it was a shared belief about contemporary marketing, the importance of a global perspective and consumer loyalty, and a vision for an innovative digital partner,” Jon Cook, chief executive and president of VML, said in a statement.

VML has more than 1,900 employees with principal offices in 24 sites globally.

Other brands that VML handles include Coors and Coors Light, Charter Communications, Colgate-Palmolive, Kimberly-Clark, Microsoft, NAPA Auto Parts, PepsiCo, U.S. Soccer, Wendy’s and Xerox.


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