Starbucks has chosen We Are Social to be its new EMEA strategic and creative agency.
The pitch process began in July and subsequently ended a five-year collaborative relationship with Iris.
Embarking on a three-year contract with the coffee chain, the agency will reportedly focus on appealing to millennial and Gen Z audiences through a “social-first, hyper-localised, culturally relevant creative strategy”.
Socialize, acquired by the ‘socially led’ creative agency in 2018, will lead campaigns in the Middle East.
To receive more marketing news just like this subscribe to our FREE daily newsletter
“World class iconic brands don’t get any bigger than Starbucks so we are naturally thrilled to start this relationship,” We Are Social UK chief executive, Jim Coleman, said.
“Their ambition to engage directly with a Gen Z audience represents the sort of fresh thinking modern brands need to take to remain relevant today.
“There was an immediate chemistry and connection with the Starbucks team, who shared the same ambition of putting cultural insights at the heart of the strategy.”
Starbucks EMEA marketing director, Sarah Harris, added: “We Are Social have demonstrated their expertise and enthusiasm when it comes to connecting with Gen Z and millennial audiences and we are incredibly excited to begin this new journey together.”
