CANTON, Mass. // PRNewswire // -- Baskin-Robbins, America's favorite neighborhood ice cream shop, announced today that it has awarded its advertising account to 22squared. Kirshenbaum, Bond, Senecal + Partners; Ogilvy & Mather; and Merkley + Partners also made final presentations. Pile and Company managed the review.
"As Irv Robbins used to say 'We don't just sell ice cream. We sell fun,'" said Dave Nagel, Director of Brand Excitement for Baskin-Robbins. "We are absolutely thrilled to be working with 22squared and look forward to creating work that delights our guests in creative and unexpected ways."
"We are looking forward to a long and successful partnership with Baskin-Robbins," said Richard Ward, President and CEO of 22squared. "The belief in the power of brand advocacy is the core around which our entire agency revolves. Developing work to engage customers on behalf of a brand with such universal appeal as Baskin-Robbins will be an exciting opportunity for us."
Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine's 29th annual Franchise 500® ranking, Baskin-Robbins is the world's largest chain of ice cream specialty shops. Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at more than 6,000 retail shops in 35 countries. Baskin-Robbins was founded by two ice cream enthusiasts whose passion led to the creation of more than 1,000 ice cream flavors and a wide variety of delicious treats. Headquartered in Canton, Mass., Baskin-Robbins is part of the Dunkin' Brands, Inc. family of companies.
22squared, one of the largest independent advertising agencies in the U.S., provides strategic marketing and creative services across multiple industries. Believing today's consumer is far more influenced by what a brand does than what it says, the agency applies its proprietary brand advocacy model to assess the relationship between brands and consumers and determine actions to optimize it. With this intelligence, 22squared develops marketing and advertising that motivates consumers to advocate on behalf of the brand more often. Clients include Buffalo Wild Wings Grill & Bar, First Tennessee Bank, Florida's Natural Growers, Marriott International, Orlando Convention and Visitors Bureau, Publix Super Markets, CBSSports.com, Lincoln Financial Group, Shoe Carnival, and Southeast Toyota Distributors. 22squared is located in Atlanta, GA and Tampa, FL.