Starbucks selects bespoke WPP unit to manage US creative business

Starbucks has hired WPP to oversee its U.S. creative business following a competitive review handled by Joanne Davis Consulting. The Seattle-based coffee giant may also expand the holding company’s remit globally, according to a Starbucks spokesperson. “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 a statement. “We are grateful to partner with WPP as our creative agency of record in this journey.” WPP has created a bespoke team, dubbed “Team Starbucks,” which will draw upon talent from creative agencies including VML, Ogilvy and Landor, according to a holding company spokesperson. Agency Review Tracker Stay up to date with the latest account reviews Click here Starbucks had long worked with SPCSHP, formerly known as Big Spaceship. The New York-based shop, which was recently acquired by marketing group MSQ, participated in the pitch. “We’ve worked with Starbucks in so many forms over our seven years together, beginning with a digital and social project that expanded over time to being named creative agency of record,” a SPCSHP spokesperson said in a statement. “We are proud of the work we’ve done together and wish the Starbucks team all the best as they embark on their plans for a global campaign.” Interpublic Group of Cos.’ FCB and Stagwell’s Anomaly also competed for the business, Ad Age previously reported. FCB declined to comment. Anomaly could not be reached for comment. Starbucks will continue to work with Publicis Groupe’s Spark Foundry on U.S. media, a company spokesperson confirmed. New leadership The creative agency change comes soon after Starbucks replaced CEO Laxman Narasimhan with Chipotle CEO Brian Niccol. Starbucks has been dealing with various challenges, such as changing consumer habits, operational issues and boycotts related to the Israel-Hamas war. A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here In a September open letter, Niccol stressed the need to refocus on the company’s stores, which he said have “always set Starbucks apart.” “In some places—especially in the U.S.—we aren’t always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better,” he wrote. Niccol also emphasized that the brand needs to “tell our story again—reminding people of our unmatched coffee expertise, our role in communities and the special experience that only Starbucks can provide.” Recent news: Food and beverage marketing ideas to know about Starbucks’ worldwide advertising expenses totaled $507.8 million, $416.7 million and $305.1 million in fiscal 2023, 2022 and 2021, respectively, according to the company’s annual report. Its U.S. measured media spending fell to $224 million in 2023 from $376 million in 2022, according to Vivvix, which includes paid social data from Pathmatics.

Starbucks selects bespoke WPP unit to manage US creative business

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