T3, an Austin-based innovation agency, has been named Digital and Social Media Agency of Record for Focus Brands Inc. Based in Atlanta, Georgia, Focus is the franchisor and operator of more than 5,000 ice cream shoppes, bakeries, restaurants and cafes in the United States, the District of Columbia, Puerto Rico and 60 countries worldwide. T3 will assume digital and social media planning responsibilities for the entire portfolio of brands: Auntie Anne’s, Carvel, Cinnabon, McAlister’s Deli, Moe’s Southwest Grill and Schlotzsky’s.
“As a leading developer of global multi-channel foodservice brands, a great deal of our success is driven through consumer insight and engagement,” says Kristen Hartman, SVP Brand Marketing Strategy. “T3 has an outstanding reputation for helping category-defining brands like ours build loyalty through their digital media capabilities, social engagement and top-notch creative.”
Digital and social planning as well as effective media buying will be major components of T3’s body of work for the brands, which will be achieved in part by leveraging data to strategically enhance the customer experience. “At T3, we are in the business of utility—everything we bring to market for clients is purposefully designed to strengthen their relationships with consumers. We bring a modern lens to loyalty, and are really excited to help Focus expand its current programs while thinking through new opportunities to spur engagement and customer excitement for the individual brands,” says Ben Gaddis, president of T3.
In a year of record growth with revenue increasing 30 percent, T3 has added eight more quick-service clients to its roster of existing brands, including 7-Eleven and Pizza Hut.