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72andSunny | Agency Profile, Contacts, AOR, Client Relationships
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72andSunny Contacts
Contacts (5/59)
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Matt J. | Partner & Co-Chairman | CA | ||||||||||||
Sample of Related Brands
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Glenn C. | Founder & Co-Chief Creative Officer | CA | ||||||||||||
John B. | Co-Founder & Chairman | CA | ||||||||||||
Jason N. | Partner & Executive Creative Director | CA | ||||||||||||
Bryan R. | Partner & Executive Creative Director | CA |
WinmoEdge
Male Opps: Pluto TV taps new marketing SVP, head amid significant spend increases (Score 29)
Sales Lead: Effective March 2023, Valerie Kaplan is the global SVP and head of consumer marketing at
- Kaplan will now lead Pluto's growth, brand, content, and partnership marketing functions.
- Before her most recent position as an operating partner at TCG, Kaplan was the CMO at Headspace.
- She brings similar marketing expertise from several roles at Hulu, where she was most recently the growth marketing VP, leading marketing across the full subscriber lifestyle.
- This included lifecycle, media, acquisition, partner, and product marketing.
- The brand will likely:
- Shift strategy
- Keep increasing spend
- Seek new agency partners
- Target demographic:
- Gen-Z and millennials with a male skew
Additional recent leadership shifts:
- Pluto also named Kevin Flood as its growth marketing director in February 2023.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Pluto has allocated roughly $12m on digital ads, already 30% more than the roughly $9.2m allocated in all of 2022.
- Last year: In 2022, the brand spent around $9.2m on this channel, almost 5x when it spent around $1.9m in 2021.
- 2023 ad programming: Pluto's 2023 commercials have targeted millennial men watching shows such as NFL Football, College Basketball, The Neighborhood, Young Sheldon, and Survivor.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The brand has spent approximately $3.1m on digital ads YTD, up 72% from the approximately $1.8m spent by this point last year.
- YTD data: Since the beginning of 2023, Pluto has earned ~344.8m digital impressions via Facebook (30%), YouTube (27%), Instagram (24%), desktop display (12%), mobile display (4%), desktop video (2%), and Twitter (1%) ads.
- Last year: In 2022, the channel's estimated full-year spend increased just slightly to $7.1m from that of $7m in 2021.
- Additional channel insights
- The brand utilizes local broadcast, digital, print (national newspapers), radio, OOH, Google Ads, Facebook, Instagram, TikTok, Twitter, and online video (primarily via Youtube.com) ads.
- Pluto holds planning conversations in Q2 and buying conversations in Q1.
- It sponsors podcasts such as Conan O'Brien Needs A Friend, Stuff They Don't Want You To Know, The Dan Le Batard Show with Stugotz, My Favorite Murder with Karen Kilgariff and Georgia Hardstark, and the Adam Carolla Show.
- As you can tell from the video above, Pluto works with influencers such as Drew Barrymore.
Additional agency insights:
- Opportunity: Get on Kaplan's radar soon in case her hire leads to agency reviews.
- Current agency roster:
Insight Sources: Broadcast insights estimated by .