SEOUL: TBWA has won the USdollars 5 million Dunkin' Donuts account
in Korea in a pitch against Cheil Communications, BBDO Dongbang and
incumbent Sangam Communications.
TBWA's brief will be to "focus on a mass communications campaign using a
wide variety of media channels", including television, to reinforce the
brand's core values in the rapidly-growing fast food market in Korea,
said Hyongjoon Yoo, assistant manager at Dunkin' Donuts.
Added TBWA Asia-Pacific chairman, Keith Smith: "The pitch was
creative-driven with an emphasis on integrated abilities, especially
TVCs."
Yoo said that up until recently, the company used radio as its major
advertising medium. The TVC, being finalised by the middle of this
month, will emphasise the brand's image together with a backdrop of
humour and fun, which are the main themes of other big brand name fast
food chains such as McDonald's and Lotteria.
