22squared Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
| Main Telephone | (404) 347-8700 |
| Main Fax | (404) 347-8800 |
22squared Inc. Contacts
| Name | Title | State | ||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Brandon M. | President & Chief Strategy Officer | GA | ||||||||||||||
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Sample of Associated Brands
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| Richard W. | Chairman & Chief Executive Officer | GA | ||||||||||||||
| Mike G. | Chief Administrative Officer & Executive Vice President | GA | ||||||||||||||
| Cheryl D. | Executive Vice President & Chief Financial Officer | GA | ||||||||||||||
| John S. | Executive Vice President & Director Innovation & Design | 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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Millennial, Gen-Z Opps: Baskin-Robbins releases new twerking campaign to target younger consumers
Yes, folks, you read that right. Psyop, the campaign will include 25+ GIFs featured on mobile platform Tenor, as well as (sweet) spots on TV, digital, and social platforms.
The brand's top spending period typically falls during Q2-Q3, so reach out soon to secure ad dollars. Its marketing shift is a result of the desire to cater to Gen-Zers and millennials, so sellers with high engagement among younger consumers will have an advantage.
Since the campaign's launch on April 19, BR has spent $554,401 on national TV advertising per iSpot, targeting millennial-minded shows such as Storage Wars, South Park, Fear the Walking Dead, The Big Bang Theory, and Friends (see targeting right). Last year's total spend of $7.9 million was about half a scoop less than $9.8 million in 2016.
According to Pathmatics, BR has a year-to-date (YTD) spend of $9,700, with 79% of ads placed direct. Top targeted sites include evite.com, tomshardware.com, businessinsider.com, answers.com, and deviantart.com. The brand's total 2017 spend of $321,100 saw another decrease from $846,000 in 2016.
Media buying and planning has been handled by 22squared since 2010, much longer than average agency tenure (2.5-3 years).