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|Harold K.||Chief Executive Officer & President||CT|
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Campaign Imminent: Chevrolet switches regional media AORs amid spend decreases (Score 56)
Update: Agency 720, an Omnicom shop that assists Chevy LMAs across the country with creative.
Chevy's ~3,000 local dealers spend heavily on paid media (Kantar reports Chevy's tier two and three dealers spent $430M on paid media in 2017 and $283M from Q1-Q3 of 2019), so sellers should get in touch with MRG ASAP for revenue. Afterwards, focus on top spending periods Q1 and Q4. It primarily targets men, but remember it just launched new branding for its Silverado line in an effort to target millennials (more below). We should see such shifts across the entire portfolio.
The automaker has plans to launch a few new vehicles this year, including first-ever lead pickup trucks.
Adbeat reports 12 month digital display spend has shot up to $23.7M, though this still marks a decrease from the $57.8M spent in the year prior.
Expect the spend decreases to continue since GM has plans to layoff about 4,250 salaried employees on top of the the thousands of employees it already laid off. Some of these shifts will likely affect marketing, and we'll try to keep you posted as we learn more.
Please read more about its recent spend below.
Agency & martech readers -- ROKKAN also handle some creative duties.
Below was originally published 1/10:
millennial-popular image they portray of "freedom and empowerment." The Silverado, the nation's #2 full-sized pickup, will be featured on episodes of NBC's "This is Us," and the new campaign has rolled out across TV, outdoor, digital and social media channels.
Chevy recently struck a deal with Amazon that changes how it does outdoor advertising. From now on, more than 7 million Amazon boxes shipped through January will feature Silverado branding. The brand's main competition is currently Ford's F Series. Chevy's planning and buying periods are Q1 and Q4, respectively. It will return to its "Real People" ads later this year, with new content already in the pipeline.
In 2018, iSpot reports that the automaker spent more than $547.7 million on national TV commercials targeting various male audiences (see targeting right). This total surpassed Chevy's full 2017 spend, which had dropped to $469.7 million from that of $520.1 million the previous year.
According to Adbeat, within the past year, the brand has spent $14.2 million on digital display ads placed mostly through Google (41%) and direct channels (34%). Top publishers include almanac.com, motortrend.com, warpedspeed.com, amazon.com and hotrod.com. This total has decreased significantly from the $41.8 million allocated towards this channel during the same time period the year prior.