Only hours after announcing Anthony N. “Tony” Thompson as president and CEO, effective 6/1, Krispy Kreme has appointed VML as its global digital agency partner. Thompson, 47, most recently CEO of Papa John’s. He succeeds James Morgan, 66, who will continue to serve as executive chairman.
Known for creating best-in-class digital experiences for such iconic brands as Kellogg’s, Kleenex, Gatorade, Dell and Southwest Airlines, VML will assist Krispy Kreme in the strategic development and implementation of worldwide fan engagement.
“Krispy Kreme has been on an accelerated path in growing its digital presence over the last several years, making it a key driver in our marketing mix,” explains Dwayne Chambers, Krispy Kreme SVP/CMO. “VML was chosen for their obvious understanding and passion for our brand, their presence in the global markets in which our fans enjoy our products, and for their demonstrated ability to successfully execute unique and memorable campaigns on a global scale. They have proven themselves as innovators and thought leaders in helping notable brands create, execute and drive ROI through digital innovation. We are truly excited to partner with VML as we work to enhance our global presence through digital media.”
VML will develop marketing and communications campaigns and content across new and existing digital, social, and interactive media channels. They will work in conjunction with Krispy Kreme’s internal marketing and brand development teams, and design agency partner Shapiro Walker Design.
“VML is so proud to have the opportunity to work with such a truly iconic and beloved brand as Krispy Kreme. We connected throughout the process on so many levels. But at the heart of it was a shared belief about contemporary marketing, the importance of a global perspective and consumer loyalty, and a vision for an innovative digital partner,” said Jon Cook, CEO at VML. “VML and Krispy Kreme both put a premium on strategic thought and creativity, and the need for full capability, but with a digital heart. We could not be more excited to get started together.”
VML clients include MillerCoors brands’ Coors and Coors Light, Charter Communications, Colgate-Palmolive, COBRA PUMA GOLF, Dell, Gatorade, the Kellogg Company, Kimberly-Clark, Microsoft, NAPA AUTO PARTS, PepsiCo, Southwest Airlines, U.S. Soccer, Tennessee Tourism, Wendy’s and Xerox. Krispy Kreme has more than 800 locations in more than 20 nations.