Krispy Kreme picks new creative and media agency

Doughnut chain Krispy Kreme has named VML as its new creative and media agency, according to a statement by the agency.

VML, which falls under VMLY&R, will be tasked with developing a creative strategy and a visual identity for Krispy Kreme, as well as handle both global and United States creative and media responsibilities. It will also work to increase brand awareness and drive preference for Krispy Kreme locations and points of access globally. 

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VML's commerce-focused strategy and creative approach will also support Krispy Kreme's limited-time offers across key holiday periods to grow sales and audience engagement. 

“We are excited to embark on this transformative journey with VML. The agency’s data-informed strategic mindset and brilliance in creative global brand platforms offer the partnership we need to elevate the Krispy Kreme brand and captivate audiences across all of our global markets," said Dave Skena, Krispy Kreme chief global brand officer. 

Appointing VML marks a significant milestone for Krispy Kreme as it becomes a more global, omnichannel brand. The doughnut chain recently announced a new slate of international locations including Switzerland, Chile and Jamaica. 

Krispy Kreme and VML will begin working together immediately, with work set to launch in market in 2024. 

"We are honoured to partner with Krispy Kreme, an iconic brand that is only growing in global recognition and love. The team is beyond enthusiastic to help shape the next brand roadmap for Krispy Kreme as it inspires and delights consumers around the world at each and every touch point," added global chief executive officer of VML Jon Cook. 

Krispy Kreme is VML's first new business win following its recent merger. In October, WPP merged its agencies Wunderman Thompson and VMLY&R to form VML. VML will be operational from 1 January 2024. 

Leading the newly formed VML is Cook and Mel Edwards as its global president. Through the merger, VML will be equipped to support clients on creative brand growth strategy and transformation initiatives, all powered by data operations, technology platforms and partnerships with experienced technology companies.

The merger comes almost five years after WPP merged VML and Y&R to form VMLY&R. The entity was fully operational in early 2019 and led by Cook as global CEO. At the merger, Read said VML and Y&R have distinct and complementary strengths spanning creative, technology and data services that make them a perfect match. The move was said to be an important step to building a simpler WPP that provides clients with a fully integrated offering.

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