Acme Branding Company | Agency Profile, Contacts, AOR, Client Relationships
Service: full-service branding
- Main Telephone
- (231) 843-0622
Acme Branding Company Contacts
|Steven V.||Chief Executive Officer||MI|
Sample of Related Brands
BFY Millennial, Gen-X Parents Opps: Atkins launches new campaign amid massive spend increases
Since "Any Questions" debuted on December 30, 2019, iSpot approximates that it has cost $637,524 and has targeted millennial and Gen-X audiences (see targeting right). PRNewswire also reported that these ads will target sports- and lifestyle-focused programming and regional network TV. Most of Atkins's 2019 commercials aired from Q1-Q3; its full 2019 spend increased to roughly $16.7 million from roughly $13.1 million (a 27% uptick) in 2018.
While the company's digital display ad spend has declined YOY, it picked back up in December; we may see it come back in 2020. Adbeat estimates that Atkins allocated $365,400 on this channel in 2019, nearly half of the estimated $634,600 spent in 2018. The majority of last year's ads were YouTube videos on youtube.com ($77,100), or they were placed site-direct ($180,800) on sites such as eatthis.com ($14,900), metro.co.uk, legacy.com, sparkpeople.com and distractify.com.
Kantar indicates that Atkins also utilizes OOH and that its overall spend is on the rise; the company's H1 2019 spend (around $4.7 million) more than doubled its full 2018 spend (around $1.9 million). In fact, Atkins's last earnings call said that marketing increased 36% YOY in 2019. The call also mentioned that this upwards momentum will continue; specifically, sales and marketing expense will grow 15%-20% in H1 2020 and remain relatively flat in H2. It is also placing a stronger emphasis on digital and social media marketing in order to drive e-Commerce sales. Additionally, Atkins hired e-Commerce marketing manager Libby Schultz in October in order to boost online activity. These factors signal a target demographic primarily consisting of better-for-you (BFY) millennial and Gen-X parents.
Agency & martech readers - To the best of our knowledge, Rise Interactive handles digital and media buying/planning; we are unsure whether the agency is still leading creative as well. Prospect elsewhere for more immediate opportunities.