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

Service: full service

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

22squared Inc. Contacts

Contacts (5/55)
Name Title State
Laura M. Talent Acquisition Partner GA
Sample of Related Brands
Email: *****@*******.***
Main Phone: (404) 347-8700
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1170 Peachtree Street, Northeast
Suite 1400
Atlanta, GA

Christine P. Chief Marketing Officer GA
Erica H. Chief Executive Officer GA
Toygar B. Chief Creative Officer GA
Shobha S. Executive Vice President & Chief Strategy Officer GA

Client Relationships

Brand Service From To Media Spend
********* ****** ****** Creative, Digital, Media Buying, Media Planning ********
******-******* Creative, Media Planning, Media Buying ******
*** ********** Creative ******
******** **** ***. Creative *
******** ********* Media Buying, Media Planning *

See Winmo sales intelligence in action


Campaign Imminent: Dunkin' taps creative AOR after promoting CMO (Score 79)

Sales Lead: 

  • This shift seems to have replaced Anomaly, Dunkin's incumbent creative AOR since November 2021.
  • The shift also isn't a total Anomaly (you're welcome); we predicted an agency review would follow Dunkin's RockOrange.
    • McVicar Nelson is particularly focused on helping Dunkin' reach younger consumers via strategies such as emphasizing iced beverages.
    • Since joining the company over a decade ago, she has also helped grow the company's social media presence.
      • For example, she's raised its TikTok viewership to over 3.1m followers, partly thanks to a successful campaign with TikTok influencer Charli D'Amelio.
  • The company will likely:
    • Continue focusing on digital/paid social channels to reach younger audiences
    • Seek additional influencer and sponsorship opportunities
    • Sharply increase spend in Q2-Q3 to promote its iced beverages during the hot summer months
    • Return to heavier digital ad spend
    • Seek additional new agency partners
  • Target demographic
    • Gen-Z: Podcast and paid social channels such as TikTok
    • Gen-X: National TV, OOH, radio, print, and local broadcast channels
    • Additional insight: Dunkin' has also started targeting Hispanic audiences more (more here).

Recent sponsorship:

  • Dunkin' also teamed up with the Charlotte Hornets with a new "GO HORNETS" donut, which will be available at participating locations around Charlotte.
  • The multi-year partnership named Dunkin' as the team's new Official Coffee.
  • It will also allow Dunkin' experiential activation opportunities since it marks the company as the presenting partner of each in-game performance by the Flight Squad, a group of "daring dunkers" that hype up Hornets fans during game timeouts alongside Super Hugo.
  • Dunkin' will also randomly distribute 40 gift cards after each performance and, at select games, present parachute drops holding a total of 50 gift cards.

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • 2021-2022 spend: Dunkin' spent approximately $67.6m on national TV commercials last year, an 8% increase from the approximately $62.8m spent in 2021.
    • 2022 ad programming: Its 2022 commercials targeted male sports enthusiasts watching shows such as the Super Bowl LVI Pregame, NFL Football, NBA Basketball, Today 3rd Hour, and NHL Hockey.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • 2021-2022 spend: In 2022, the company allocated roughly $48.1m toward digital ads, only around half of the roughly $96.7m allocated the year prior.
    • 2022 data: Dunkin' earned ~5.7b digital impressions last year via Facebook (54%), Instagram (32%), desktop video (11%), desktop display (3%), and mobile display (1%) ads.
  • Additional channel insights  
    • The company utilizes OOH, radio, print, and local broadcast.
    • Dunkin' sponsors podcasts such as Armstrong & Getty, Adam Carolla Show, The Extreme Health Radio, The NewsWorthy, and The John Batchelor Show.

Additional agency insights:

Insight Sources: Broadcast insights estimated by Podchaser.