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Mediasmith, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (415) 252-9339
Primary Address
44 Montgomery Street
Third Floor
San Francisco,
CA
94014
USA
Mediasmith, Inc. Contacts
Contacts (5/13)
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David S. | Chairman | CA | ||||||||||||
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John C. | Chief Executive Officer | CA | ||||||||||||
Alexandra C. | Associate Media Director | CA | ||||||||||||
Sara P. | Associate Media Director | CA | ||||||||||||
Adriana O. | Director, Agency Operations | CA |
WinmoEdge
Shutterfly taps celebrity influencer for holiday campaign, loses CMO (Score 40)
Sales lead: Reach out now to offer last-minute holiday campaign ad space.
- Shutterfly recently launched its 2022 holiday campaign, "Win the Holidays."
- The company tapped Kris Jenner to star in the campaign.
- The push is supported by two 30-second ads that will air on TV, digital, and social channels.
- It worked with Partners in Crime on the creative.
In other news:
- Shutterfly's CMO, Craig Rowley, left the company in June 2022 to take the same position at Included Health.
- The company hired Ty Shay as chief growth & strategy officer earlier this year.
- Shay joins from Manscaped, where he was the chief growth officer.
- I am not sure if Shay replaced Rowley or if it is still searching for a CMO, but we will update you if the company announces a CMO hire.
Shutterfly's target demographic: Gen-X & millennial women
The company will likely:
- Ramp up ad spend throughout the holidays
- Utilize more celebrity influencers in the future
- Review the agency roster (DM shift)
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Shutterfly has not allocated any funds toward national TV ads YTD.
- Last year: It spent $9.7m on national TV ads in 2021, more than double the $4.3m spent in this channel during 2020.
- 2021 ad programming: It placed ads during programming such as Friends, Diners, Drive-Ins and Dives, Ridiculousness, Below Deck, and Love It or List It.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Shutterfly spent approximately $7.1m on digital display ads YTD, just 36% of the $19.5m spent in this channel during the same time period of 2021.
- YTD data: 969.8m impressions via Facebook (74%), Instagram (14%), desktop display (5%), mobile display (4%), and desktop video (3%).
- Last year: Full-year spend increased by 25% from $22.2m in 2020 to $27.8m in 2021.
- Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, davidsbridal.com, youtube.com, and yahoo.com. It placed 4% of these ads through multiple indirect channels onto sites such as yahoo.com, brides.com, thespruce.com, finance.yahoo.com, and zillow.com.
Additional channel insights
- Shutterfly also invests in radio and local broadcast.
Agency analysis:
- Opportunity: The recent DM shifts signal that you may be able to pick up some of Shutterfly's work.
- Current roster:
- Mischief @ No Fixed Address: creative AOR
- Partners in Crime: creative
- Quigley: media AOR
- Mediasmith: media
- GSD&M: media planning
- Tallwave: digital
- Teknicks: digital
Insight Sources: Broadcast insights estimated by Kantar.