MANILA September 2, 2013 Krispy Kreme has a new media agency partner in Arena Media, Havas Media Ortega’s (HVMO) new second agency brand, which triumphed in a five-way shootout.
< src="/global//UserFiles/krispy. " width="400" height="300" alt="" />
Arena beat Carat, Mindshare Geiser-Maclang and On-Media Pro for the assignment from The Real American Doughnut Company, part of Max’s Group of Companies, which brought the donut and coffee chain to the Philippines.
“As we enter our 8th robust year in the Philippines, we felt it was time for us to take our game to the next level,” said Mark Gamboa, marketing director of Krispy Kreme Philippines.
“The Havas Media Ortega Group understood the Krispy Kreme brand. They traced its history and gave recommendations that remained true to the core of the brand. No gimmicks,” added Jim Fuentebella, chairman of The Real American Doughnut Company.
The account was previously handled by a PR agency.
HVMO chairman Jos Ortega attributed Arena’s win to the “media agnostic business solution” it offered. “It was surprisingly simply… obvious,” said Ortega, describing the win as a treat for the agency. “This will definitely be a fun account.”
Krispy Kreme has 44 branches nation-wide and expects to end the year with 50 locations.
Further details on Arena Media would be released shortly, according to Ortega.
