Mirimar Creative Group | Agency Profile, Contacts, AOR, Client Relationships

• Teo previously served as the CMO at Thompson Reuters.
• Now, her responsibilities include leading NM's marketing strategy including brand strategy, new and existing client growth, field marketing strategy, and creative development. 
• The company is likely to:
  • Increase ad spend
  • Continue working with influencers similar to Gretchen Rubin (more below)
  • Conduct agency reviews
• Target demographic: Millennials and Gen-X (male skew)

Additional news:

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, NM has spent approximately $28m on national TV commercials, flat from the approximately $28m spent by this point last year.
  • Last year: The company ended up spending about $41.9m on this channel last year after having spent 25% less, $31.6m, in 2020.
  • 2022 ad programming: NM's 2022 commercials have targeted the male audience of shows such as NFL Football, College Basketball, College Football, Don Lemon Tonight, and The Big Bang Theory.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has allocated roughly $2.3m toward digital ads YTD, down 12% from the roughly $2.6m allocated within the same 2021 timeframe.
  • YTD data: Since the beginning of 2022, NM has earned ~291.8m digital impressions via Facebook (61%), Instagram (32%), desktop video (4%), Twitter (3%), and desktop display (1%) ads.
  • Last year: The company's estimated full-year 2021 spend of $4.4m was down from that of $4.7m in 2020.
• Additional channel insights  
  • The company also utilizes print and local broadcast.

Additional agency insights: