As part of the agreement inked in March, UM is tipped to provide media planning and buying expertise and Lowe creative duties for the 34 stores in Taiwan, with no incumbent agencies involved.
Dunkin’ Donuts’ stores in Taiwan are franchisee-owned by Mercuries & Associates. Mercuries opened the first shop in Taiwan in January 2007.
Dunkin’ Donuts recently roped in LeBron James, National Basketball Association (NBA) star, as its brand ambassador for Taiwan, India, China and South Korea.
The Massachusetts-based food and coffee retailer is working out an aggressive marketing plan to revitalise its brand in Taiwan to compete against the Mister Donut brand, which also originates from the Boston area.
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