Starbucks hires Anomaly for US creative soon after awarding the account to WPP

Starbucks has pivoted, hiring Stagwell’s Anomaly to handle its U.S. creative business just a few months after selecting WPP for the work, Ad Age has learned. The Seattle-based coffee giant hired WPP in October following a competitive review, which Anomaly participated in, along with Interpublic Group of Cos.’ FCB and incumbent SPCSHP. WPP created a bespoke Team Starbucks to service the business, drawing upon talent from the holding company’s creative agencies including VML, Ogilvy and Landor. At the time, a Starbucks spokesperson said the company may expand WPP’s remit globally. Now, roughly three months later, Starbucks has hired Anomaly to manage U.S. creative efforts, a company spokesperson confirmed. WPP will remain on the roster as needed, the spokesperson said, while adding that there aren’t any immediate plans for the holding company. Read Ad Age’s 2025 predictions stories here “At Starbucks, we believe it’s time for us to tell our story again. In doing so, we will maintain relationships with many talented agencies to help communicate our commitment to the craft of coffee and create an environment that connects us,” a company spokesperson said in a statement. “We are grateful to our agency partners who join our incredible Starbucks teams on this journey of getting back to Starbucks.” WPP referred calls to comment to Starbucks. New leadership The about-face comes after the coffee giant in mid-October announced the hiring of Tressie Lieberman as chief brand officer, giving her oversight of marketing, product development, digital, creative and analytics. She joined Starbucks days after the WPP appointment was announced. Lieberman was most recently chief marketing officer at Yahoo Inc. She previously worked at Chipotle under CEO Brian Niccol, who left the Mexican food chain to take the Starbucks CEO job in September. The two also worked together at Taco Bell earlier in their careers. Niccol, a former marketing executive and CEO at Taco Bell, has been attempting to spark a turnaround at Starbucks by making cafes more inviting, improving baristas’ experience and speeding up morning service. Lieberman will “reintroduce Starbucks to the world,” Niccol previously said in a statement announcing her hire. “We are getting back to Starbucks, telling stories of our unmatched coffee expertise and reminding customers of the special experience that only Starbucks can provide,” the spokesperson said in October, calling WPP its “creative agency of record.” In Anomaly, Starbucks is getting an agency familiar with competitor Dunkin’—it worked on the brand beginning in 2021, including for a 2023 Super Bowl spot starring Ben Affleck. Publicis Groupe’s Leo Burnett later won the Dunkin’ account. Anomaly did not return a request for comment. Agency Review Tracker Stay up to date with the latest account reviews Click here Starbucks’ recent woes have been well-documented. In the last couple of years, customers have felt that the chain has become too expensive and the rewards program confusing, pushing them to find their morning cup of joe elsewhere. The slowing traffic has taken a financial toll—Starbucks global comparable sales dropped 7% in the fiscal fourth quarter ended Sept. 29, while North America and U.S. comparable sales were down 6%. “Our financial results were very disappointing, and it is clear we need to fundamentally change our strategy to win back customers and return to growth,” Niccol told analysts during the company’s earnings call in late October. “We have to get back to what has always set Starbucks apart, a welcoming coffee house where people gather and where we serve the finest coffee, handcrafted by our skilled baristas.” He also noted that the brand needs to appeal to more casual customers, rather than its current heavy focus on rewards members. Starbucks has already pivoted its ad approach with a more concentrated focus on its coffee, including a recently launched ASMR-style ad showing the chain’s coffee farm, close-ups of the roasting process and a coffee beverage being made and enjoyed. Contributing: E.J. Schultz

Starbucks hires Anomaly for US creative soon after awarding the account to WPP

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