CSE, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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CSE, Inc. Contacts
|Lonnie C.||Chairman & Founder||GA|
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Millennial, B2B Media Opps: Aflac starts yearlong integrated marketing effort with TV spot
Everyone knows the Aflac duck, but how many people actually know what press release, she said research shows that "many consumers still do not understand what Aflac is - they simply know we are insurance and our name."
In order to combat the lack of knowledge, Aflac will show off what it isn't so people know what it is. The yearlong strategy will be an integrated effort featuring TV spots, online videos, print, social, radio and experiential activations at music events like the Grammy Awards (February 10). The "Aflac Isn't" campaign kicked off this week with one TV spot created by retained as creative AOR in July.
Chief Marketer The Bantam Group (research).
It is likely too late to secure revenue from the new TV spot, so reach out about the campaign initiatives set to release through the rest of the year. Afterwards, focus on open enrollment period (Q4), when Aflac's spend tends to spike. Aflac targets consumers, especially millennials, and small business decision makers.
Upon hiring Publicis Seattle, Hernandez-Blades said she wishes to depart from linear TV and online spots to get more involved in partnerships and stay more "brand relevant." However, TV has actually seen increases over the last year. We'll have to see how the new "Aflac Isn't" strategy will affect spend.
Regardless, expect spend to keep increasing. Japan Post Holdings Co. will acquire a 7 to 8 percent stake in Aflac for about $2.6 billion. This should give Aflac more dollars to work with.
iSpot reports the new spot has totaled $454,308 since it began airing 1/6. National TV spend in 2018 totaled $80.8M, spend in 2017 totaled $75.9M and spend in 2016 totaled $75.2M. Ads are typically placed on a diverse array of programming (see chart right).
Adbeat reports digital display spend over the last 12 months totaled $641.4k and was placed primarily direct (91%) onto sites like mnn.com, cbs.com, ledger-enquirer.com, billboard.com and hollywoodreporter.com. Ads over the last 24 months totaled $2.1M and were placed primarily direct (83%) onto sites like mnn.com, mashable.com, lifehacker.com, cbs.com and ledger-enquirer.com.
Aflac also runs through print and radio, according to Kantar. Print has seen declines in recent months, while radio has seen increases.