Tony Weisman described how Dunkin' uses the 'kitchen table' model to work with its partners.
When the chain launched espresso in its stores, it opted for orange cups emblazoned with an exclamation point on the side — modeled after an espresso machine's portafilter when viewed from the top.
Dunkin' subscribes to the"kitchen table" model pioneered by former Mondelez marketing chief and Medialink exec Dana Anderson. This model has brands using multidisciplinary teams of design, PR, creative, social, mobile and technology staff, depending on their needs."The 'kitchen table' has an enormous benefits, which is access to great talent," Weisman told Business Insider in a recent interview.
"You carve out lanes of responsibility, and make sure that there won't be a lot of jump balls, because when you do that, you've turned collaborators into enemies," he said."I'd rather have that headache than the headache of everything being at one agency or in-house. Because the really good people don't want to work on one thing, and you get compromising quality."Wiesman also said it was tough time to be an ad agency.
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