Starbucks Case Study: Finding Starbucks a new lead creative agency
Creativebrief
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The Brand
Global coffee power-house Starbucks, with over 24,000 stores in more than 70 countries, is the world's largest coffeehouse chain.
Creativebrief add real end-to-end value throughout any search process; from refining a brief, to
ensuring that agencies are the right fit and have the appropriate capability – through to offering
impartial advice and challenge along the way.
Starbucks sought a new lead creative agency for the EMEA region, to create a lasting brand platform that would resonate across borders and last for 3 years or more.
Starbucks benefitted from a rich heritage in the Americas, but attitudes differ in its 41 EMEA countries and the brand required a new approach to cement loyalty, they needed a platform that would make consumers reappraise.
Rooted with this insight and direction, standout creative would need to be channel-specific, and ideally digital-first.
Whilst on the ground application wasn’t necessary, any new agency would need the reach to put the campaign into practice. They’d also need to understand country-specific application, given how consumers interact with the brand in various countries.
The Creativebrief process
Creativebrief had worked with the Starbucks marketing lead before and employed our full-service review process.
Emphasis was placed on an inventive go-to-market strategy for the European market, and the brief was set to find agencies with proven track records of producing prolonged campaigns for large organisations.
With our 360 degree-view of the agency landscape and access to the very latest and very best agency work, we were able to quickly identify the best candidates and streamline the decision process.
Combining with the latest work on Creativebrief.com, we lightened the load of research and in-depth analysis, shortlisting relevant agencies. We managed the RFI process and took the pressure off for meeting management and logistics, allowing Starbucks to focus on the agencies that could meet and exceed their requirements.
Employing the Creativebrief team meant the right agency could onboard immediately and put plans into action as soon as possible.
The Result
Iris London was appointed following the final pitch process, selected on its strong narrative and its ability to apply this consistently across platforms. With its 14 offices worldwide, Iris was able to rely on a wealth of expertise with local output.
Starbucks has since returned to Creativebrief to manage its new search for a CRM agency, with its need to consolidate disparate CRM, sales, and loyalty systems across EMEA.
To find out more how Creativebrief better connects brands and agencies, please get in touch today on +44 (0)20 7478 8200 or email [email protected]
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