Gloria Jean's: looking for an agency?
Gloria Jean’s has folded its in-house marketing department as part of a wholesale strategic review that led to the recent exit of chief executive Gareth Pike.
The closure sees half of the coffee chain’s 25-strong marketing team – branded Immersed Marketing – leave the company, Mumbrella understands.
Among the departures is global marketing manager of campaigns Paul Mendham, a former Saatchi & Saatchi Sydney and AdPartners executive, who brings to an end two years with the brand.
The trimmed-down marketing team leaves open the possibility that Gloria Jean’s will start working with ad agencies again.
A Gloria Jean’s spokesperson told Mumbrella in a statement:
The arrival of a new Group Managing Director presented the company with an opportunity to fully review the business. We have restructured the internal marketing team to focus on brand growth and new product innovations for Gloria Jean’s Coffees in Australia and the international markets. We will work with existing and new agency partners to deliver exciting communication platforms moving forward.
The company did not comment specifically on the redundancies made.
The last ad agency to work with Gloria Jean’s was 303, now known as 303Lowe, in 2010. The company uses Horizon Communications to help with its public relations.
Gloria Jean’s is known to have a considerable marketing budget, with $3m spent on the ‘Stop the world for a Gloria Jean’s moment’ campaign last year.