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Digitas | Agency Profile, Contacts, AOR, Client Relationships
Service: digital
- Main Telephone
- (415) 293-2001
Primary Address
350 Bush Street
18th Floor
San Francisco,
CA
94104
USA
Digitas Contacts
Contacts (5/24)
Name | Title | State | ||||||||||||
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Jennifer F. | Chief Data Officer | CA | ||||||||||||
Sample of Related Brands
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Kevin C. | Associate Director, Media Technology | CA | ||||||||||||
Breda M. | Associate Director, Recruiting | CA | ||||||||||||
Daniel C. | Associate Creative Director | CA | ||||||||||||
Jordan A. | Associate Director, Data & Analysis | CA |
Client Relationships
WinmoEdge
Campaign Imminent: PlayStation retains media AOR (Score 66)
- The brand selected the agency that will soon become GroupM's EssenceMediacom.
- Mediacom won most of PS's media business in 2016 from Omnicom's OMD and Dentsu's Carat.
- The merger of Essence in Mediacom will become official in January 2023.
- The brand will likely:
- Launch a new campaign soon
- Shift its strategy
- Ramp up promotional material around its loyalty program
- Return to higher ad spend
- Conduct additional agency reviews
- Target demographic:
- Male Gen-Z and millennials
Recent leadership shifts:
- As I briefly mentioned, I expect PS to bolster efforts promoting its Stars loyalty program; this is in large part due to the brand's recent (December 2022) appointment of loyalty and engagement marketing head Lori Palca.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, PS has spent approximately $2.6m on national TV commercials.
- Last year: The brand spent around $25.3m on this channel last year after having spent much less, around $17.9m, in 2020.
- 2022 ad programming: PS's 2022 commercials have targeted male sports enthusiasts watching shows such as College Football, NFL Football, the 133rd Rose Parade, UEFA Champions League Today, and PGA Tour Golf.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Parent company 's games division has allocated roughly $54.5m toward digital ads YTD.
- YTD data: Since the beginning of 2022, the division has earned ~6b digital impressions via Facebook (47%), desktop video (24%), Instagram (21%), desktop display (7%), Twitter (1%), and mobile display (1%) ads.
- Sony Games has placed most of this year's desktop video ads site direct onto destinations such as YouTube (78%), Twitch (20%), ign.com, espn.com, and oldschoolrunescape.wikia.com.
- Last year: In 2021, the business's estimated full-year spend jumped by % to $77.5m from that of $63.4m in 2020.
- Additional channel insights
- The PS brand utilizes radio, OTT, DRTV, linear TV, and local broadcast.
- It holds planning conversations in Q4 and buying conversations in Q3.
- Parent company Sony sponsors podcasts such as Ambient Sounds Meditation for Women and Tomsoft's White Noise Sleep Sounds.
Additional agency insights:
- Opportunity: Additional agency reviews could easily follow this one, so contact soon to offer brand-specific PR, creative, digital analytics, social media management, experiential, and/or multicultural services for PS.
- Current agency roster (PS brand):
- EssenceMediacom: Media AOR
- (Until the merger, reach out to the DMs we have provided.)
- : Creative AOR
- : Creative agency partner
- : Digital, social, and experiential agency partner
- View Sony's full agency roster here.
- EssenceMediacom: Media AOR
Insight Sources: Broadcast insights estimated by Podchaser.