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RFBinder Partners, Inc. | Agency Profile, Contacts, AOR, Client Relationships

Service: public relations

Main Telephone
(212) 994-7600
Primary Address
950 Third Avenue
Seventh Floor
New York, NY 10022

RFBinder Partners, Inc. Contacts

Contacts (4)
Name Title State
Amy B. Founder & Chief Executive Officer NY
Sample of Related Brands
Email: *****@*******.***
Main Phone: (212) 994-7600
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 950 Third Avenue
Seventh Floor
New York, NY

Atalanta R. Co-Founder & Senior Executive Managing Director NY
Jason B. Chief Financial Officer NY
David W. Chief Creative Officer NY

Client Relationships

Brand Service From To Media Spend
******-******* Public Relations *
*******, ***. Creative, Digital, Media Buying, Media Planning *

See Winmo sales intelligence in action


Campaign Imminent: Dunkin' taps creative AOR after promoting CMO (Score 79)

Sales Lead: 

  • This shift seems to have replaced Anomaly, Dunkin's incumbent creative AOR since November 2021.
  • The shift also isn't a total Anomaly (you're welcome); we predicted an agency review would follow Dunkin's RockOrange.
    • McVicar Nelson is particularly focused on helping Dunkin' reach younger consumers via strategies such as emphasizing iced beverages.
    • Since joining the company over a decade ago, she has also helped grow the company's social media presence.
      • For example, she's raised its TikTok viewership to over 3.1m followers, partly thanks to a successful campaign with TikTok influencer Charli D'Amelio.
  • The company will likely:
    • Continue focusing on digital/paid social channels to reach younger audiences
    • Seek additional influencer and sponsorship opportunities
    • Sharply increase spend in Q2-Q3 to promote its iced beverages during the hot summer months
    • Return to heavier digital ad spend
    • Seek additional new agency partners
  • Target demographic
    • Gen-Z: Podcast and paid social channels such as TikTok
    • Gen-X: National TV, OOH, radio, print, and local broadcast channels
    • Additional insight: Dunkin' has also started targeting Hispanic audiences more (more here).

Recent sponsorship:

  • Dunkin' also teamed up with the Charlotte Hornets with a new "GO HORNETS" donut, which will be available at participating locations around Charlotte.
  • The multi-year partnership named Dunkin' as the team's new Official Coffee.
  • It will also allow Dunkin' experiential activation opportunities since it marks the company as the presenting partner of each in-game performance by the Flight Squad, a group of "daring dunkers" that hype up Hornets fans during game timeouts alongside Super Hugo.
  • Dunkin' will also randomly distribute 40 gift cards after each performance and, at select games, present parachute drops holding a total of 50 gift cards.

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • 2021-2022 spend: Dunkin' spent approximately $67.6m on national TV commercials last year, an 8% increase from the approximately $62.8m spent in 2021.
    • 2022 ad programming: Its 2022 commercials targeted male sports enthusiasts watching shows such as the Super Bowl LVI Pregame, NFL Football, NBA Basketball, Today 3rd Hour, and NHL Hockey.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • 2021-2022 spend: In 2022, the company allocated roughly $48.1m toward digital ads, only around half of the roughly $96.7m allocated the year prior.
    • 2022 data: Dunkin' earned ~5.7b digital impressions last year via Facebook (54%), Instagram (32%), desktop video (11%), desktop display (3%), and mobile display (1%) ads.
  • Additional channel insights  
    • The company utilizes OOH, radio, print, and local broadcast.
    • Dunkin' sponsors podcasts such as Armstrong & Getty, Adam Carolla Show, The Extreme Health Radio, The NewsWorthy, and The John Batchelor Show.

Additional agency insights:

Insight Sources: Broadcast insights estimated by Podchaser.