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22squared Inc. | Agency Profile, Contacts, AOR, Client Relationships

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Main Telephone (404) 347-8700
Main Fax (404) 347-8800
Primary Address
1170 Peachtree Street, Northeast
Suite 1400
Atlanta, GA 30309

22squared Inc. Contacts

Contacts (5/57)
Name Title State
Richard W. Chairman & Chief Executive Officer GA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (404) 347-8700
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1170 Peachtree Street, Northeast
Suite 1400
Atlanta, GA

Mike G. Chief Administrative Officer & Executive Vice President GA
John S. Executive Vice President & Chief Creative Officer GA
Brandon M. President GA
Cheryl D. Executive Vice President & Chief Financial Officer GA

Client Relationships

Brand Service From To Media Spend
********* ****** ****** Creative, Digital, Media Buying, Media Planning 2016 present *
******-******* Creative, Media Buying, Media Planning 2010 present *******
******** ********* media buying & planning 2013 present *******
*********, ***. Creative, Digital, Media Buying, Media Planning 2015 present *
*** **** ********** Creative, Digital, Media Buying, Media Planning 2013 present *

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Momvertising, Kid Media Opp Update: Shoe Carnival launches BTS campaign (Score 55)

Subject: print, online, video, TV, social media, in-store

Company:  Shoe Carnival

Update (7/20): The article we published about Shoe Carnival's new back-to-school campaign needs a few clarifications.

Ultimately, 22squared was responsible for the digital, print, in-store elements and sweepstakes. And while izo has "excelled" at digital-first campaigns in the past, this marks the first broadcast campaign it has been involved with, per a press release concerning the new campaign. 

Sellers, while there might not be much opportunity for this campaign specifically, note that shoe marketing tends to be seasonal, so be sure you are reaching out to secure revenue for winter 2016 and spring 2017, with this target market in mind.

You can read more DV's take on Shoe Carnival's marketing below. Note that both 22squared and SC's SVP of marketing have been around since 2008. These factors, among other variables, indicate that an agency change could occur within the next 15 months.

Additional Information

Loyalty Marketing: In the last earnings call, Shoe Carnival execs announced that Erin O'Brien was joining the company as director of CRM and loyalty marketing. CEO Cliff Sifford said that on a "go-forward basis," Shoe Carnival plans to better mine customer data into certain segments and categories and then be able to market special offers and communications to them based on their Shoe Carnival shopping habits.

Future plans also include buy online, pick-up in store and online ship-to-store options. Note that at the end of January, Shoe Carnival launched its mobile app, and Sifford believes these multichannel efforts will sustain long-term growth for the company. 

Media Spend: Kantar Media reports that Shoe Carnival spent $17.9 million on measured media in 2015 - down 2.2% from 2014. Most of Shoe Carnival's spend is allocated to broadcast ads, followed by search, OOH and radio.

National TV Spend: According to iSpot, "Turning Heads" has aired since July 17, and Shoe Carnival has spent $345.000 on the spot so far. A little over 40% of the airings have take place during primetime, with 33% occurring during the weekend (both day and afternoon). Thus far, top targeted shows are "Botched," "George Lopez," "Keeping Up With the Kardashians" and "SpongeBob SquarePants" on channels such as "Nick, E! and Freeform (formerly ABC Family).

For 2016 so far, Shoe Carnival has run four national TV spots, including the new "Turning Heads." The company has spent $1.6 million  to air these ads. See chart for 2016 show targeting.

Digital Breakdown: So far this year, Shoe Carnival has run 41 display ads on 281 publishers (<1% mobile), Moatreports. Top ad destinations include:,,, and (9% placed site direct versus programmatically). No high impact or video ads have been run this year. For the same period 2015, Shoe Carnival ran 17 display and two high impact ads on 68 publishers (66% mobile; 31% site direct).

For full 2015, Shoe Carnival ran 81 display, 13 high impact and one video ad on 81 publishers (57% mobile; 86% site direct). Note that since 2014, digital placements have been highest on arts & entertainment, news and shopping sites during Q3/Q4.

Shoe Carnival 
7500 E. Columbia St.
Evansville, IN 47715
(812) 867-6471

Todd Beurman
Senior Vice President, Marketing
(812) 867-6471

Erin O'Brien
Director, CRM & Loyalty Marketing (since Feb. 2016)
(812) 867-6471