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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 (5/37)
Name Title State
Erica H. President & Chief Operating Officer 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

Shobha S. Executive Vice President & Chief Strategy Officer GA
Mike G. Chief Administrative Officer & Executive Vice President GA
Cheryl D. Executive Vice President & Chief Financial Officer GA
Richard W. Chairman & Chief Executive Officer - Guided by Good GA

Client Relationships

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

See Winmo sales intelligence in action


Gen-Z Media Opps: Baskin-Robbins launches new mini brand identities amid significant ad spend increase

Thanks to Baskin-Robbins (BR) has shifted away from its traditional blue and pink logo, adding personality with creative patterns composing new mini-identities. The variety of its new logos reflects the variety of the companies' ice cream flavors. This is an effort to modernize BR in order to more effectively reach teenagers and Gen-Z.

In 2020, Pathmatics reports the brand earned ~845.1m digital impressions via Instagram (85%), Facebook (9%) and desktop video (6%) ads. An approximate full-year spend of $6.2m roughly doubled that of approximately $3.2m in 2019.

I expect this spending increase to continue in order to promote BR's refreshed brand identity; it will especially rise throughout H1 2020 to prepare for and remain strong through those hot summer months. As I briefly mentioned, BR's primarily targeting teenagers and Gen-Z; its modernization efforts and heavy usage of paid social advertising especially appeal to this audience. BR also invests in ads on Pokemon Go. To reach Gen-Z, it may additionally utilize OTT. According to Kantar data, the brand uses OOH, print (newspapers), radio and local broadcast. It holds planning conversations in Q3 and buying conversations in Q2.

Agency & martech readers - Keep BR and parent company Havas Formula (PR), and it additionally works with Digitas.

Read our most recent update on Dunkin' here.