TBWA wins dollars 5m Dunkin' Donuts Korean account

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