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Mythic | Agency Profile, Contacts, AOR, Client Relationships


Service: marketing

Main Telephone
(704) 227-0700
Primary Address
200 South Tryon Street
Ninth Floor
Charlotte, NC 28202
USA

Mythic Contacts

Contacts (5/26)
Name Title State
Taylor B. Chief Marketing Officer NC
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (704) 227-0700
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 200 South Tryon Street
Ninth Floor
Charlotte, NC
28202
USA
Lee J. President & Chief Creative Officer NC
David S. Chief Executive Officer NC
Leah S. Group Account Director NC
Geoff P. Director, Interactive Technology NC

Client Relationships

Current Past

Brand Service From To Media Spend
******** Creative *

See Winmo sales intelligence in action

WinmoEdge

TIAA appoints chief brand officer amid spend shifts (Score 77)


Sales lead: Reach out to offer ad space & to inquire about agency opportunities. 

  • TIAA hired Zara Mirza as chief brand officer, effective March 6th, 2023.
  • Mirza joins from GE, where she held the same position.
  • She is now responsible for TIAA's brand strategy, marketing, creative, and corporate social responsibility. 
  • Mirza will report to chief marketing & communications officer Micky Onvural.

TIAA's target demographic: Teachers & individuals in the academic, research, medical, & non-profit fields that need retirement planning assistance

The company will likely:

  • Continue shifting ad dollars from digital to TV
  • Revise branding strategy
  • Conduct agency reviews

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • YTD spend: TIAA spent approximately $158.9k on national TV ads YTD, more than double the $75.7k spent in this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend jumped by 50% from $344.9k in 2021 to $515.8k in 2022. 
  • Ad programming: It placed ads during programming such as College Basketball, Women's College Basketball, College Hockey, B1G Live, and College Wrestling. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: TIAA spent around $431.9k on digital display ads YTD, a 40% decrease from $721k spent in this channel during the same time period of 2022. 
  • YTD data: 46.7m impressions via Facebook (56%), desktop display (22%), Instagram (18%), and mobile display (3%). 
  • 2021-2022 spend: Full-year spend dropped by 25% from $8.3m in 2021 to $6.2m in 2022. 
  • Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, wsj.com, marketwatch.com, and investopedia.com. 

Additional channel insights  

  • Vivvix: TIAA also invests in OOH, print, and local broadcast. 

Agency analysis:

Insight Sources: Broadcast insights estimated by Vivvix.