Krispy Kreme saddles up and heads for Kansas City agency Barkley

Here’s one that got away, as far as the big boys are concerned anyway. Calory-busting doughnut brand Krispy Kreme has chosen Kansas City agency Barkley to handle its international account.

Here’s the Kansas City Star’s report.

They love doughnuts at Barkley — Krispy Kreme to be exact.

The Kansas City-based advertising and marketing agency said Monday that it had won, without a formal agency review, its first international agency of record account.

“Krispy Kreme is a worldwide icon,” said Barkley CEO Jeff King.

“Our partners are thrilled about the account, and they are equally excited about the freshly stocked Krispy Kreme case that was delivered to our office Monday.”

Neither the agency nor the client would disclose the size of the account. But “the win is a significant part of our roster,” said Erica Wren, vice president and communications director at Barkley.

The agency said it won the account after three months of “close discussions.”

Barkley will be responsible for Krispy Kreme’s brand strategy, advertising, social media, digital, media planning, buying and design.

Fleishman-Hillard will share the public relations work.

The doughnut company, listed on the New York Stock Exchange, at last report had 85 company stores and 564 franchise locations in the United States, Mexico, Europe, Asia, Australia and the Middle East. Its products also are sold in grocery and convenience stores.

Jim Morgan, Krispy Kreme’s CEO, said in December that the company expects consolidated operating income of between $17 million and $20 million this year.

“Barkley has a proven track record of results supporting the restaurant, retail and consumer package goods industries in which we do business,” Dwayne Chambers, Krispy Kreme’s chief marketing officer, said in a statement.

Barkley, an employee-owned agency, has been rebuilding its revenue base since October, when it lost most of the Sonic drive-in restaurant account it had held for years.

Daisy Cottage Cheese and the Missouri Lottery are two recent account gains.

“We’ve had a great start to 2011 in terms of business wins,” Wren said.

It’s nice to see two smaller indie companies getting together and the win clearly being a matter of interest (and some pride) for the local paper.

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