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Campaign Imminent: Mimeo taps digital/social AOR amid significant ad spend increase (Score 25)

Printing service company Mimeo selected Havas Edge will handle paid digital work. This hire will likely result in higher ad spend via digital channels.

This shift comes soon after Mimeo launched a new website and revitalized its branding. It also follows the company's hire of marketing SVP (its CMO position) of Cecilia Panozzo in February. Panozzo previously served as CMO at trading and workflow automation software company ION.

So far this year, Pathmatics reports Mimeo generated 32m digital impressions via desktop display (96%), desktop video (2%) and mobile display (1%) ads. 83% of desktop display ads were placed site direct onto destinations such as businessinsider.com, tvtropes.org, looper.com, nickiswift.com and timesunion.com. I also noticed some YouTube ads. YTD spend of $275.4k marks an exponential rise from the $6.1k spent by this point last year; the company's full 2019 spend rose significantly (48%) to $26.4k from $17.8k in 2018.

Mimeo typically targets companies, content creators and, right now, moms teaching from home. The increased digital ad spend and remit of this new AOR signal it's particularly targeting Gen-Z and millennials. It offers printing solutions such as mass printing (for companies), school planners and customizable gifts such as puzzles and calendars. Mimeo's spend will likely stay high throughout the holiday season and into 2021 as moms continue teaching from their houses and seeking more organization. The company's most prominent competitor is Vistaprint.

Agency & martech readers - Since agency reviews often follow one another, reach out soon for potential media work.