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Female Media Opps: Frito-Lay partners with agencies for new Stacy's initiative (Score 63)
This time, folks, it seems as though David&Goliath to develop custom ad for the 15 female founders featured in its second annual Rise Project, designed to support female-founded startups (see right and above). This marks the first time the brand has sought professional advertising services for the project.
This effort resulted from internal research, which revealed that 80% of female founders desire more resources to support their marketing efforts and that 82% of consumers wish to see more female founders in company advertising. It provides a $10k grant, exec leadership guidance and extra support from D&G, media AOR Frito-Lay's internal creative team. 2020's Rise Project Class will additionally receive sales resources such as eCommerce support via Stacy's Amazon platform.
The brand welcomes those interested in this process to participate in learning opportunities by following #StacysRiseProject via social media channels; this covers topics such as VC funding, operations/supply, marketing and self-care.
This fall, Stacy's will also team up with e-business platform Hello Alice on its Black-Owned Business Resource Center, offering an additional $150k in grants to Black female founders, part of PepsiCo's ongoing commitment to Black communities.
According to Adbeat, Stacy's hasn't placed digital display ads since November 2019; this may change with this new effort. From July 2019-2020, an estimated $135.7k went toward this channel, less than half of the estimated $298.2k spent from July 2018-2019. Last year's spend went toward site-direct ads placed onto destinations such as epicurous.com ($20.8k), pitchfork.com, newyorker.com, wired.com and arstechnica.com.
Although the brand's overall ad spend is dropping, it should pick backup once Stacy's returns to pre-pandemic advertising. Its usage of digital display and paid social ad spend leads us to believe its target demographic, which has a female skew, consists primarily of Gen-Z and millennials; thus, it may also utilize OTT.
Agency & martech readers - To the best of our knowledge, Frito's roster hasn't changed since the company appointed CMO Rachel Ferdinando in October 2019, so continue reaching out for potential work. Remember this is the first time Frito has enlisted agency-related assistance for its Stacy's brand; I detailed the brand's current roster above.