Starbucks is struggling, replacing highly-paid CEO Laxman Narasimhan with Brian Niccol from Chipotle following an intervention by founder and still influential Howard Schultz.
Increasingly accident-prone Starbucks has come under more fire as Niccol will spend much of his expensive time (he’s getting a signing-on fee of $113m) working from his southern California home. Now it’s reportedly looking for a global ad agency/network with creative and media up for grabs.
Although never historically a big advertiser Starbucks is clearly a major prize for any global holding company. WPP, Mark Penn’s Stagwell and Interpublic are reportedly in the hunt alongside existing indie agency SPCSHP.
Starbucks’ problems should be blazingly apparent to any customer: lumpy, slow service and over-priced, weak coffee. Doubtless new CEO Niccol and whichever lucky agency wins the business will find more to sink their teeth into.
As I point out on AdScam, Niccol will trouser his $113 million for flying into Seattle just three times a week by private jet from his home in Southern California. Perhaps AI will eventually replace him! Nah… AI is for pleb replacement. And just where will the new agency report?
Go back to the old logo; 69 (er, 86) the rat-a-tat’s, and give George a few million for new drive-thru signs.