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|Gustavo S.||Chief Creative Officer||CA|
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|Matt M.||Chief Creative Officer||CA|
|Tim M.||Chief Strategy Officer||CA|
|Jason M.||Creative Director||CA|
|Jakub S.||Creative Director||CA|
Campaign Imminent: Kinship taps PR AOR post-marketing hire (Score 48)
SourceCode Communications as its PR AOR to lead thought leadership and communications, particularly for its Whistle GPS dog tracker and pet genetic service Wisdom Panel. This review concludes a review that began in February and ended in March. SourceCode will also handle influencer work and experiential marketing for new launches.
In March 2021, Kinship also grew its marketing team (a pun, for which you're welcome) with the hire of growth marketing director Edouard Segain.
This Mars Petcare-owned brand's technology helps reimagine pet parenting and raise people's confidence through services such as genetic health screening, DNA testing, a doc tracker, a health monitor, AI-powered pet insights and partnerships designed to support pet-related innovators and start-ups.
Mars has not yet supported Kinship with national TV or digital ads, per iSpot and Pathmatics, but this will likely change as the company continues pursuing higher brand awareness for Kinship.
So far this year, Pathmatics reports Mars has spent roughly $21.7m on digital ads, over double the roughly $10.3m it spent within the same 2020 timeframe. The company's estimated full-year 2020 spend of $46.4m was nearly triple that of $17.6m in 2019. Mars has earned around 2.5b digital impressions YTD via Instagram (34%), Facebook (21%), desktop display (16%), desktop video (15%), Twitter (14%) and mobile display (1%) ads.
This data shows that Mars is particularly targeting Gen-Z and millennial parents right now; this could result in forays into additional digital channels such as podcast and/or OTT. Remember, Kinship specifically also targets pet-related start-ups in need of financial assistance. According to Kantar data, Mars also invests in print (magazines), OOH and local broadcast.
Agency & martech readers - As you know, PR hires often precede additional agency reviews; get in touch soon to offer brand-specific digital analytics, social media management, creative and/or media services for Kinship. To the best of our knowledge, Mars currently works with media AOR BBDO.