Agency Squid | Agency Profile, Contacts, AOR, Client Relationships
Service: creative & consultancy
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Agency Squid Contacts
|Miles M.||Co-Founder, Partner & Director, Integrated Marketing||MN|
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|Larry F.||Senior Designer, Art Director||MN|
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Millennial Media Opps: White Claw cut 2019 media spend by 30%
According to iSpot, YTD national TV spend of $12.9 million went towards ads that aired from April-July, targeting various millennial audiences (see targeting right). WC also spent $12.9 million during the same timeframe in 2018; before this point, the brand had not allocated budget towards this channel. Thus, we should see more summer ad spend next year; reach out during Q1 to see what WC is planning.
The brand also uses digital display channels during April-July; during the past 12 months, Adbeat reports that $142,800 has gone towards ads placed primarily site direct ($130,100) on sites such as womenshealthmag.com ($62,900) and menshealth.com. This amount reflects a -67% decline from the $429,400 spent within the 12 months prior (Oct 2017-2018). Considering this drop, it seems to be focusing on other channels like TV.
Per Business Insider, hard seltzer sales will grow from $550 million this year to $2.5 billion by 2021.
Sellers able to help the brand optimize its media spend and able to get it in front of millennials and drinking-age Gen-Z, especially women, should reach out.
To the best of our knowledge, Agency Squid handles creative duties. Since there haven't been any major DM shifts, there aren't many signs that White Claw will shift agencies, so most agency readers should prospect elsewhere. However, those able to offer social duties should consider keeping the brand on their radar.