BBMG | Agency Profile, Contacts, AOR, Client Relationships
Service: branding, brand strategy
- Main Telephone
- (212) 473-4902
BBMG Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Raphael B. | Founding Partner & Chief Strategy Officer | NY | ||||||||||||
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| Jess P. | Head, Creative | NY | ||||||||||||
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WinmoEdge
Advance Auto Parts announces 90th anniversary campaign (Score 31)
FleishmanHillard handled PR.
Per Pathmatics, AAP earned 365.3m impressions YTD through Facebook ads (57%), desktop video ads (21%), Instagram ads (16%), desktop display ads (5%) and mobile display ads (1%). It placed the majority (96%) of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitch.tv and yahoo.com. It placed the remainder (4%) indirectly through Display & Video 360 and Google AdX+AdSense onto sites such as yahoo.com, realtor.com, cargurus.com, earthlink.net and accuweather.com. It spent around $3m on digital display ads YTD, a 21% decrease from $3.8m spent in this channel during the same time period of 2021. Full-year spend increased by 47% from $5.9m in 2020 to $8.7m in 2021.
According to iSpot, AAP spent approximately $2.4m on national TV ads YTD, a huge increase from $570k spent in this channel during the same time period of 2021. Full-year spend plummeted from $9.6m in 2020 to $852.6k in 2021. This year, it placed ads during programming such as NBA Basketball, NASCAR Cup Series, 2022 Daytona 500, NASCAR RaceDay and NASCAR Xfinity Racing Series.
Sellers-- AAP mainly targets Gen-X and millennial men through national TV and digital display ads. The company appears to be experimenting with its marketing budget because its spend data has been up and down recently. In 2021, it drastically reduced national TV spend while it ramped up digital spend. However, it has been increasing TV spend and lowering digital spend so far in 2022. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Remember, the campaign is specifically targeting do-it-yourselfers with a Hispanic skew. Get in touch soon to offer last-minute campaign ad space.
Agency & martech readers-- As mentioned above, AAP collaborated with several shops on the new campaign. This indicates the company prefers working with agencies on a project basis for campaigns. The company's creative AOR is The Marketing Arm. I recommend offering media, digital, social media assistance or project-based services.