Starbucks Shakes Up Marketing Playbook: Anomaly Takes the Reins as US Creative Agency

By The Malketeer

From Bespoke Teams to Bold Moves: The WPP Era Ends

Starbucks, the US coffee giant synonymous with lattes and loyalty programmes, has bid farewell to WPP as its US Creative Agency of Record.

The coffee chain has instead turned to New York-based Anomaly, a move that signals a strategic pivot under CEO Brian Niccol and Global Chief Brand Officer Tressie Lieberman.

This decision comes on the heels of sweeping changes aimed at repositioning Starbucks as more than just a coffee shop—but as a ‘community coffeehouse’ focused on value and connection.

WPP, which had marshalled a bespoke team of its Ogilvy, VML, and Landor agencies, will retain a spot on Starbucks’ agency roster but loses sole control of the account.

According to Ad Age, Starbucks sees this shift as an opportunity to “tell its story again” while leveraging the expertise of multiple talented agencies.

Anomaly’s Rising Star: The New Creative Powerhouse

Anomaly, part of the Stagwell communications group, clinched the coveted Starbucks account after competing with heavyweights like Illinois-based FCB and Spcshp.

Renowned for its work with brands such as Unilever, Coca-Cola, Mini, and Budweiser, Anomaly brings a multifaceted approach to advertising, brand consultancy, media planning, and social media.

The agency’s appointment is a bold choice, reflecting Starbucks’ ambition to recalibrate its US marketing strategy and appeal to a broader audience.

“We’re excited to embark on this journey with Anomaly as we strive to redefine our brand’s narrative and customer experience,” said a Starbucks spokesperson.

Niccol’s Vision: Back to Community Roots

Since taking the helm in September 2024, Niccol has left no stone unturned in his quest to transform Starbucks.

The former Chipotle CEO’s ‘Back to Starbucks’ strategy emphasises rekindling the brand’s essence as a ‘third place’ for community connection.

Key initiatives include targeting non-Reward Members to expand Starbucks’ customer base and streamlining pricing structures and menus for a more seamless in-store experience.

Niccol’s strategy also extends to employees, with Starbucks doubling paid parental leave for US staff and committing to fill 90% of retail leadership roles internally within three years.

The Lieberman Effect: Driving Change Across the Brand

Tressie Lieberman, Starbucks’ first Global Chief Brand Officer, has been instrumental in reshaping the brand’s marketing and creative direction.

Her remit includes overseeing product innovation, digital transformation, and data analytics.

Lieberman’s collaboration with Niccol has already borne fruit, with moves like the removal of the non-dairy surcharge and a pledge to freeze coffee prices across North American stores for at least 12 months.

Turning Over a New Leaf: Saying Goodbye to Oleato

As part of this transformation, Starbucks has also made tough decisions—such as discontinuing its olive oil-infused Oleato coffee range in the US.

Introduced under former CEO Howard Schultz, Oleato was hailed as the ‘next revolution in coffee’ but failed to gain traction with American consumers.

An Agency Switch That Signals More Than Marketing

This shake-up is about more than just creative campaigns.

It underscores Starbucks’ commitment to reinvigorating its brand and reestablishing itself as a customer-first enterprise.

The collaboration with Anomaly is expected to bring fresh perspectives and innovative storytelling to support these efforts.

Starbucks’ journey from a bespoke agency model with WPP to a partnership with Anomaly reflects its ambition to stay relevant and resilient in a dynamic market.

With Niccol and Lieberman at the helm, Starbucks is brewing more than just coffee—it’s brewing change.