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Griffin Archer | Agency Profile, Contacts, AOR, Client Relationships
Service: creative agency
- Main Telephone
- (612) 309-2050
Primary Address
126 North Third Street
Suite 204
Minneapolis,
MN
55401
USA
Griffin Archer Contacts
Contacts (2)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Ellie A. | Founder & Chief Executive Officer | MN | ||||||||||||
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| Edie S. | Art Director | MN | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Male Opps: Hy-Vee launches campaign following key promotions (Score 54)
- Made by , "Seafood Without the Catch" promotes Hy-Vee's responsibly sourced seafood.
- Hy-Vee is also in search of a new top marketer to succeed Donna Tweeten, who became its president in December 2022.
- Before her most recent position as marketing and communications AVP, Tweeten was Hy-Vee's CMO.
- The company will likely:
- Pursue additional influencer partnerships
- Increase digital spend under a new CDO (more below)
- Conduct agency reviews following said CDO hire
- Target demographic:
- Gen-Z and millennials with a strong male skew
- Hy-Vee is pretty well-established among female consumers and seems to be currently working to bolster awareness among male consumers as well.
- Gen-Z and millennials with a strong male skew
Recent leadership shifts:
- This campaign launched not long after Hy-Vee promoted SVP and CDO Matt Hagewood in October 2022.
- Hagewood joined the company in May 2006 and was most recently its digital development SVP.
- Over the past several months, Hy-Vee has made several other promotions such as brand image SVP Chelsea Kumbera (October 2022), retail media VP Kayla Winstead (November 2022), marketing SVP Amy Wittry (November 2022), and e-Commerce marketing AVP Katlyn Mace (November 2022).
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Hy-Vee hasn't utilized national TV since 2022, when it ended up allocating around $450.7k.
- Last year: Its estimated full-year 2022 spend remained exactly flat from that of $450.7k in 2021.
- 2022 ad programming: Hy-Vee's 2022 commercials targeted male racing fans watching shows such as 2022 the Indianapolis 500, IndyCar Racing, IndyCar Series Pre-Race, and IndyCar Series Post Race.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the company has spent approximately $3.4m on digital ads, up 55% from the approximately $2.2m spent by this point last year.
- YTD data: Hy-Vee has earned ~404.6m digital impressions YTD via Facebook (63%), Instagram (17%), YouTube (15%), desktop display (4%), and mobile display (1%) ads.
- Last year: In 2022, the company spent roughly $12m on this channel, 60% more than the roughly $7.5m spent in 2021.
- Additional channel insights
- Hy-Vee utilizes Google Ads along with Facebook, Instagram, and online video (primarily Youtube Android and Youtube IOS) ads.
Additional agency insights:
- Opportunity: The recent leadership shifts could easily lead to agency reviews, so contact soon to remain top-of-mind.
- Digital reviews are especially likely considering that Hy-Vee just appointed a CDO.
- Current agency roster:
- Griffin Archer: Creative agency partner
Insight Sources: Broadcast insights estimated by .