The World: Los Angeles - W&K parts from an 'unreceptive' Starbucks

Wieden & Kennedy is parting ways with Starbucks after four years working with the brand.

Sources suggested the break-down was due to the fact that the agency grew frustrated with the coffee chain's lack of receptiveness to new ideas.

It is also said that the management of Starbucks, whose reputation was built on word-of-mouth and grass-roots marketing, does not appreciate the need for mainstream advertising, causing frustration among its roster agencies.

Starbucks is now expected to begin working with agencies on a project-by-project basis. Draftfcb, which handles the company's grocery brands, will be involved in the process.

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