Universal McCann Detroit | Agency Profile, Contacts, AOR, Client Relationships

• The launch includes a cause marketing initiative through which Maserati will donate a part of the sales price to benefit from the Barbie Dream Gap Project.
• The company will likely:
  • Launch promotional material supporting the new Grecale
  • Continue ramping up spend
• Target demographic: 
  • "A real-life Barbie" -- Female consumers
    • Gen-Z and millennials via digital/paid social ads
    • Gen-X via national TV commercials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Maserati has allocated roughly $126.5k toward national TV commercials YTD.
  • Last year: The company returned to national TV in 2022 for the first time since allocating around $ in 2020.
  • 2022 ad programming: Maserati's 2022 commercials have targeted women watching shows such as The Real Housewives of Potomac, Stanley Tucci: Searching for Italy, Married to Medicine, The Real Housewives of Salt Lake City, and the 2022 Presidents Cup.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has spent approximately $1.5m on digital ads, almost 3x the approximately $625.9k spent by this point last year.
  • YTD data: Maserati has earned ~217.5m digital impressions YTD via Facebook (49%), Twitter (32%), and Instagram (19%) ads.
  • Last year: The company spent roughly $625.9k on this channel in 2021 after having spent 16% less, roughly $525.9k, in 2020.

Additional agency insights:

• Opportunity: Get in touch soon to see if Maserati needs PR assistance; it doesn't seem to currently outsource these duties.
• Current agency roster:
  • ​​​​​​​: Creative and digital AOR
  • : Media AOR
  • : AOR
  • : Creative and digital agency partner
  • : Agency partner

Insight Sources: Broadcast insights estimated by Pathmatics.​​​​​​​