In February, Krispy Kreme Doughnut Corp. appointed BBDO Guerrero as its partner in developing integrated product, promotional and brand-building efforts for its international operations. The relationship will see the Manila agency working on projects for the Asia-Pacific, Latin America, Europe and the Middle East.
Jim Rogers, Krispy Kreme’s Vice President of International Marketing, said that “BBDO Guerrero has demonstrated to us that they have the strategic and creative expertise necessary to help continue building the Krispy Kreme brand internationally. We are looking forward to a successful working relationship.”
The international role builds on the Philippine assignment, won in a pitch last year. After some successful projects (including "Doughnut Run", which was a Kidlat Finalist), BBDO Guerrero was formally appointed in February. The account will stay mainly with the Manila office, which coordinates directly with Client in Winston Salem, North Carolina. According to BBDO Chief Executive Paul Roebuck, “Krispy Kreme is a truly iconic and globally respected brand and we are honored to be working with them on the expansion and growth of their international business. It’s a big geography for us to cover from Manila! The main logistic challenge is the regular conference calls and creative presentations with the Clients, [which] happen at odd times of the day. We’re quite lucky that our main Client contact is an early riser and gets up every day at 4.30am and is on the phone with us by 5.30am his time!" Who says doughnuts weren’t good for you?
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