Glass and Marker Inc. | Agency Profile, Contacts, AOR, Client Relationships

• The companies expect the deal to close by Q1 2023.
• Poshmark will become a standalone subsidiary and operate under its existing brand while maintaining its CA staff, user base, and headquarters.
• Naver's image recognition and search technology will give Poshmark the freedom to provide new discovery and recommendation experiences.
• The company will likely:
  • ​​​​​Continue ramping up digital spend to promote the merger once the deal is finalized (more below)
  • Seek new agency partners
• Target demographic: 
  • Gen-Z and millennials

​​​​​​​Recent leadership shifts:

• In June 2022, Poshmark's marketing team grew with the addition of brand director Nicole Lashkari.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Poshmark has allocated roughly $12.6m toward national TV commercials, down 17% from the roughly $15.2m allocated by this point last year.
  • Last year: The company allocated around $20.2m toward this channel last year after having spent 12% less, around $17.8m, in 2020.
  • 2022 ad programming: Poshmark's 2022 commercials have targeted millennials watching shows such as South Park, Forensic Files, NFL Football, Friends, and Ridiculousness.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent approximately $13m on digital ads YTD, more than double the approximately $6m spent in all of 2021.
  • YTD data: Since the beginning of 2021, Poshmark has earned ~1.7b digital impressions, 65% via Instagram ads and 35% via Facebook ads.
  • Last year: The company's estimated full-year 2021 spend of $6m reached 28% more than that of $4.7m in 2020.
• Additional channel insights  
  • The company also utilizes local broadcast.

Additional agency insights: