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Media agency replaces PR firm to drive Krispy Kreme expansion in the Philippines

Krispy Kreme logoA media agency has replaced a PR agency to manage the Krispy Kreme brand in the Philippines.

Arena, the newly launched brand from Havas Media Ortega, took over the account from a PR agency after a five-way pitch involving three other media buyers.

The client had “basic communication needs until now”, hence the change from PR to media, according to Arena.

Carat, Mindshare Geiser-Maclang and On-Media Pro were also in contention for the business.

“As we enter our eighth robust year in the Philippines, we felt it was time for us to take our game to the next level,” the marketing director of Krispy Kreme Philippines, Mark Gamboa said.

Krispy Kreme has 44 outlets in the Philippines and plans to open another six by the end of this year.

Jim Fuentebella, chairman of The Real American Doughnut Company, which controls the Krispy Kreme franchise, added: “The Havas Media Ortega Group understood the Krispy Kreme brand. They traced its history and gave recommendations that remained true to the core of the brand. No gimmicks.”

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