Media by Mother | Agency Profile, Contacts, AOR, Client Relationships
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Media by Mother Contacts
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| David G. | Founder & Chief Executive Officer | NY | ||||||||||||
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Sample of Related Brands
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| Maria V. | Head, Strategy | NY | ||||||||||||
| Harry I. | Head, Activation | NY | ||||||||||||
| Paul F. | Head, Content & Creative Packaging | NY | ||||||||||||
| Jeff E. | Director, Search | NY | ||||||||||||
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Campaign Imminent: Amica Mutual Insurance taps new AORs
Media by Mother as its lead integrated AOR, concluding a review led by Joanne Davis Consulting. The change is effective immediately. Until now, Amica has not selected a new AOR in 15 years; Cronin picked up the business in 2007. Cronin helped evolve Amica from a referral-based brand to one centered around targeted lead generation. However, Amica execs are starting to realize a need to invest in brand awareness to drive more significant growth. To get there, Mother will develop a new brand platform that communicates Amica's value proposition through overall strategy and creative work. Media by Mother will handle go-to-market planning and media. Initial work will reportedly drop later this year.
Since the beginning of 2022, iSpot reports Amica has spent approximately $3.5m on national TV commercials, only around half the approximately $6.9m it had spent by this point last year. The insurance provider ended up spending approximately $14.2m on this channel last year, down 31% from the approximately $20.5m it spent in 2020. Amica's 2022 commercials have targeted male sports enthusiasts watching shows such as College Basketball, NBA Basketball, PGA Tour Golf, SportsCenter and Diners, Drive-Ins and Dives.
According to Pathmatics, the company has allocated roughly $1.9m toward digital ads YTD, down 42% from the roughly $3.3m it allocated within the same 2021 timeframe. In 2021, Amica's estimated full-year spend jumped 26% to $6.3m from that of $5m in 2020. So far this year, the company has earned ~210.4m digital impressions via Facebook (47%), Instagram (29%), desktop video (18%) and Twitter (7%) ads. 100% of this year's desktop video ads have been placed site direct onto youtube.com.
Spend will probably pick back up with the upcoming work from Amica's new agency roster. The company has a broad target audience ranging from Gen-Z through Gen-X. Its TV commercials do, though, target a male-skewed audience. Per Kantar data, Amica also invests in OOH, print and local broadcast.
Agency & martech readers - I doubt another agency review will follow this one since it leaves most of the company's work covered. However, you may still have a shot at future project-based work.