BOSTON: RF Binder has walked away with the $2 million, 12-month Dunkin' Donuts AOR account following a pitch that came down to it and mid-size counterpart Marina Maher Communications.
Binder will now handle both national and mid-Atlantic outreach, work previously handled by Fleishman-Hillard and Weber Shandwick, respectively.
The plan to consolidate was sparked by the company's desire to move to a "one voice" strategy, explained Carolyn Kravetz, director of global communications for parent company Dunkin' Brands.
According to firm president Amy Binder, that voice will do a lot of talking about coffee.
"If you talk to people from New England, they say, 'Oh God, I love their coffee.' But outside the New England market, they don't really have the passion yet - but they're getting it." she said.
The program will likely involve media exposure for Dunkin' Donuts' chefs and chief coffee officer, who will talk about "food and flavors," she said.
Binder anticipates putting approximately 10 people on the account.