CANTON Mass. Dunkin' Brands has named Atlanta-based Studiocom Interactive as digital agency of record for its Dunkin' Donuts and Baskin-Robbins brands.
The agency will provide online strategy and creative support for selected new-product launches; plan and buy all online media; and redesign the brands' websites.
Studiocom, part of the WPP Network, also will develop long-term strategies for customer-relationship management for Dunkin' Donuts' stored-value card and Baskin-Robbins' Birthday Club.
Search-engine marketing and optimization as well as enhanced e-commerce efforts also are included in the agency's duties.
Studiocom is expected to work with Dunkin' Donuts' ad agency, Boston-based Hill, Holliday, Connors, Cosmopulos, in developing online extensions of product campaigns.
Dunkin' Brands franchises more than 7,000 Dunkin' Donuts units and nearly 6,000 Baskin-Robbins restaurants worldwide.