| The Netherlands

JDE Peet’s appoints WPP as global creative partner

WPP will work to align JDE Peet’s long-term brand strategy across more than 40 markets internationally 

WPP is one of the world’s largest communications and brand agencies | Photo credit: WPP

JDE Peet’s has appointed WPP as its global creative partner, consolidating existing relationships with the creative agency’s Design Bridge and Wunderman divisions.
According to a press release, Amsterdam-headquartered JDE Peet’s will work with a bespoke WPP team based in the Dutch capital to build a ‘creative led’ omnichannel strategy for JDE’s portfolio of coffee brands, which include L’OR, Peet’s, Jacobs, Senseo, Tassimo and Douwe Egberts, in more than 40 markets globally.
“WPP is a creative partner with global reach, strategic vision and the required growth mindset to enable us to reach our consumers in a more holistic way. Their compelling model of bringing together the best creative expertise into a client-centric team allows us to access the full range of its agencies’ capabilities and talent. JDE Peet’s brands are our biggest asset. The consolidation of our creative accounts combined with committed investments, will continue to strengthen our brands, allowing us to connect with consumers throughout the world,” said Fiona Hughes, Chief Marketing Officer, JDE Peet’s.
“JDE was already one of our largest and most important clients in the Netherlands, and we’re excited about the opportunity to further grow our partnership and help unleash the full potential of JDE Peet’s iconic brand portfolio,” said Eric Kramer, WPP Country Manager for the Netherlands.
Founded in 1985, WPP is one of the world’s largest communications and brand agencies, with head offices in London, New York, Singapore and Hong Kong and a presence in 110 countries. 
JDE Peet’s, which posted revenues of €6.7bn ($7.7bn) in 2020, will be seeking to utilise WPP’s significant resources to bolster its retail coffee brands in the booming but increasingly competitive at-home coffee market.
In November 2021, JAB Holding-controlled JDE expressed its commitment to supporting increased coffee consumption in China after introducing its Maxwell House and Moccona instant cold brew ranges to the market earlier in the year.

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