How Dunkin' Brands drives marketing innovation

Stephen Whiteside

This report describes how Dunkin' Brands, the fast food chain owner, approaches marketing in the US, as consumers become more digitally engaged.

How Dunkin' Brands drives marketing innovation

Stephen WhitesideWarc

As the need for cutting-edge communications grows, so the number of specialist consultancies, self-appointed thought leaders, and trademarked methodologies rise at an exponential rate. Brands keen to avoid the hyperbole could do much worse than listening to John Costello, president of global marketing and innovation at Dunkin' Brands, who summarised the firm's approach in refreshingly down-to-earth terms: "I think it's a combination of culture, organisation and people," he said.

Speaking to Warc at the 2013 Masters of Marketing conference, held by the Association of National Advertisers, Costello argued that fostering an...

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