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22squared Inc. | Agency Profile, Contacts, AOR, Client Relationships
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- Main Telephone
- (404) 347-8700
Primary Address
1170 Peachtree Street, Northeast
Suite 1400
Atlanta,
GA
30309
USA
22squared Inc. Contacts
Contacts (5/51)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Shobha S. | Executive Vice President & Chief Strategy Officer | GA | ||||||||||||
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| Amanda F. | Chief Operating Officer & Executive Vice President | GA | ||||||||||||
| Christine P. | Chief Marketing Officer | GA | ||||||||||||
| Daniel P. | Associate Media Director | GA | ||||||||||||
| Katy B. | Program Director | GA | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Gen-Z, Millennial Opps: Dunkin' shifts strategy under new CMO (Score 79)
- Nelson is focused on balancing performance and brand marketing.
- She's working to make Dunkin's strategy "more outwardly confident," reportedly.
- This effort includes a partnership with Ben Affleck, which officially kicked off around this year's Super Bowl.
- Dunkin' launched a follow-up ad a couple of weeks ago.
- Working with Affleck gives Dunkin' a chance to reach younger audiences since it nods to pop culture and memes.
- Indeed, Nelson mentioned a desire to reach "next-generation" consumers who are just starting to drink coffee and could make Dunkin' coffee part of their daily routines.
- To reach this relatively young audience, the company has shifted some spend toward paid social via platforms such as TikTok.
- Nelson said that leadership is "happy with how the [Affleck] ads performed," so Dunkin' will likely continue rolling out work with Affleck and seek similar influencer opportunities.
- Right now, Dunkin' is primarily promoting its core breakfast items, newly revamped rewards program, and limited-time offers, per Nelson.
- Since its launch on October 6, right after Nelson's , Dunkin's rewards program has gained 4m new members.
- The company's top-selling product is its customizable iced coffee, followed by hot coffee, hash browns, doughnuts, and iced espresso/cold brew.
- It is also pushing more targeted audience efforts and bolstering performance and "one-on-one" marketing.
- Upcoming creative will likely promote Dunkin's new product that makes both hot and cold beverages in seconds.
- This effort includes a partnership with Ben Affleck, which officially kicked off around this year's Super Bowl.
- The company will likely:
- Continue shifting strategy
- Pursue additional influencer partnerships
- Return to higher digital spend
- Conduct agency reviews
- Target demographic:
- Gen-Z and millennials
- Its TV commercials target both English- and Spanish-speaking consumers
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Dunkin' has spent approximately $34.1m on national TV commercials, 31% more than the approximately $26.1m spent within the same 2022 timeframe.
- Last year: In 2022, the company ended up spending around $58.9m on this channel, up slightly (1%) from when it spent around $58.4m in 2021.
- 2023 ad programming: Dunkin's 2023 commercials have targeted the English- and Spanish-speaking audiences of shows such as NFL Football, NBA Basketball, Friends, La casa de los famosos, and El gordo la flaca.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The Dunkin' Donuts brand has allocated roughly $14.3m toward digital ads YTD, a 1`% decrease from the roughly $18m allocated by this point last year.
- YTD data: Since the beginning of 2023, Dunkin' Donuts has earned ~1.6b digital impressions via Facebook (37%), Instagram (36%), YouTube (23%), desktop video (3%), and desktop display (1%) ads.
- Last year: The brand's estimated full-year 2022 spend of $43.9m reached less than half of that of $95.6m in 2021.
- Additional channel insights
- The company utilizes Google Ads along with OOH, local broadcast, digital, radio, print, Facebook, Instagram, TikTok, and online video (primarily via Youtube.com) ads.
- Dunkin' sponsors podcasts such as The Joe Rogan Experience, The Herd with Colin Cowherd, The Bobby Bones Show, The John Batchelor Show, and Wait Wait... Don't Tell Me!
Additional agency insights:
- Opportunity: If you haven't yet done so, reach out soon to get on Nelson's radar following her September 2022 promotion.
- We also haven't yet heard of any additional roster shifts since Dunkin' selected as its Hispanic AOR in earlier this year.
- Current agency roster:
- January 2023)
- February 2021)
- RockOrange: Hispanic AOR (August 2022)
- : Media and digital AOR
- : Creative and media AOR
- : Creative agency partner
- : PR agency partner
- : Creative, digital, and experiential agency partner
- : Creative and digital agency partner
Insight Sources: Broadcast insights estimated by .