Basis Global Technologies, Inc. | Agency Profile, Contacts, AOR, Client Relationships

• Adkins-Green joined the company in 2009 as its CMO.
• Now, she will combine research, data analytics, and trend forecasts.
• Adkins-Green will keep leading MK's global brand experience division and in-house creative agency.
  • The agency handles marketing campaigns, assets, paid social content, and digital communications for MK's sales representatives.
• The company will likely:
  • Shift its spend
  • Seek a new CMO
  • Return to heavier ad spend
  • Seek new agency partners
• Target demographic: 
  • Millennial and Gen-X women

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, MK spent approximately $2.5m on digital ads, a significant decrease from the approximately $7m spent in 2021.
  • 2022 data: The company earned roughly 323.3 digital impressions last year via Facebook (90%), Instagram (5%), desktop display (4%), and mobile display (1%) ads.
• Additional channel insights  
  • The company utilizes cause marketing via initiatives such as the Mary Kay Ash Foundation, which is dedicated to finding cures for cancers that affect people with uteruses and eliminating gender-based violence.
  • MK additionally invests in print (magazines), Google Ads, and OOH.

Additional agency insights: