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Acme Branding Company | Agency Profile, Contacts, AOR, Client Relationships




Service: full-service branding

Main Telephone
(231) 843-0622
Primary Address
900 North Washington
Ludington, MI 49431
USA

Acme Branding Company Contacts

Contacts (1)
Name Title State
Steven V. Chief Executive Officer MI
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (231) 843-0622
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 900 North Washington

Ludington, MI
49431
USA

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WinmoEdge

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.