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160over90 | Agency Profile, Contacts, AOR, Client Relationships

Service: experiential marketing

Main Telephone
(678) 405-7720
Primary Address
3475 Lenox Road Northeast
Suite 1000
Atlanta, GA 30326

160over90 Contacts

Contacts (5/9)
Name Title State
Whitney P. Group Creative Director GA
Sample of Related Brands
Email: *****@*******.***
Main Phone: (678) 405-7720
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 3475 Lenox Road Northeast
Suite 1000
Atlanta, GA

Terence R. Associate Creative Director GA
Marc F. Associate Creative Director GA
Stevie B. Director, Client Services GA
Sara V. Event Production Manager GA

Client Relationships

Brand Service From To Media Spend
**&*, ***. Experiential *********
*******, ***. Experiential ********
******** *************, ***. Experiential *******
*-****** *** Experiential *********
******** ******** ************ Experiential *****

See Winmo sales intelligence in action


Gen-Z, Millennial Media Opps: Lightlife releases fresh creative work

Lightlife launched the "Simple Ingredients for a Full Life" campaign. It will be supported by two 30-second video sports featuring actress and rapper Awkwafina. The spots will be released across TV, video and social media. Lightlife worked with creative shop 160over90 on the creative work. The brand is using the campaign to promote its new ingredients and labels, which are supposed to be easier for consumers to understand. 

According to Pathmatics, Lightlife earned 584.1m impressions YTD through Instagram ads (88%), Facebook ads (9%), desktop display ads (2%) and mobile display ads (1%). It placed 100% of these ads site direct onto sites such as,,, and It spent around $5.2m on digital display ads YTD, more than double the $2.4m spent in this channel during the same time period of 2020. Full-year spend jumped from $2.2m in 2019 to $4.5m in 2020. 

Per iSpot, Lightlife has allocated any budget towards national TV ads this year. It spent around $5.9m in 2020 during programming such as "The Office," "Diners, Drive-Ins and Dives," "America's Got Talent," "MasterChef" and "Guy's Grocery Games." It spent approximately $10.6m in this channel in 2019. 

Sellers-- Lightlife's plant-based products most likely appeal primarily to Gen-Zers and millennials. It appears to be targeting these age groups, with a female skew. It has bee aggressively increasing digital spend over the last couple of years, while it has not invested in national TV ads yet this year. It most likely spend so much on national TV ads in 2019 and 2020 to spur initial brand awareness. Sellers should reach out to score possible last-minute campaign ad dollars. 

Agency & martech readers-- I believe the only agency Lightlife works with is 160over90. You can try offering digital or media buying/planning assistance, since I do not believe it is outsourcing those duties at this time. Those of you that have experience with plant-based products may have an advantage.