Dunkin' Donuts chief brand marketing officer Frances Allen has been named a 2009 Brandweek Marketer of the Year, the only quick-serve restaurant chain to be so honored. Dunkin' Donuts is profiled in this week's Brandweek print issue and on Brandweek.com. The winners were honored at a special dinner reception Sept. 15 at the Central Park Boathouse in New York.
Dunkin' Donuts was selected for introducing authentic advertising that reflects the brand essence and the company's understanding of what people need to keep themselves and the country running. The company is credited for listening to its customers and shining the spotlight on the accomplishments of hard-working people, while reinforcing that Dunkin' Donuts will continue to fuel their busy day and provide a bit of happiness for a good value.
"If making the sale were that easy, we'd have 1,200 marketers of the year instead of just 12. Marketing is hard, especially today," said Brandweek editor-in-chief Todd Wasserman. "The Brandweek Marketers of the Year consistently make new rules and then break them, reinventing the best way to connect with consumers and make a product resonate. We applaud their efforts and congratulate them."
"We are extremely excited that Dunkin' Donuts has been recognized as one of the top leading marketing companies in the country," said Will Kussell, president & chief brand officer for Dunkin' Donuts Worldwide. "Under Frances Allen's leadership and direction, Dunkin' Donuts has developed numerous innovative marketing campaigns that resonate with consumers and promote the value we bring every day to busy people on the go. Our continued success in this area is an important part of our future, and we are very pleased that Brandweek has given Dunkin' Donuts this distinct recognition."
Notable campaings include the October 2008 "Dunkin' Beat Starbucks," which spotlighted the results of an independent taste test showing that a majority of U.S. coffee drinkers preferred Dunkin' Donuts coffee over Starbucks, and two 2009 campaigns that played on the "America Runs on Dunkin'" tagline — "You 'Kin Do It," and "Breakfast NOT Brokefast." Hill Holliday is the advertising agency of record for Dunkin' Donuts.
Brandweek's Marketer of the Year Awards are presented to an outstanding list of marketers selected by a panel of Brandweek editors. All candidates are scored by merit and marketplace efforts that not only speak for themselves in terms of brand performance and sales, but can be traced back to individuals.
