adam&eve DDB | Agency Profile, Contacts, AOR, Client Relationships
Service: marketing & advertising
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adam&eve DDB Contacts
|Daniel B.||Executive Creative Director||NY|
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|James R.||Business Director||NY|
|David B.||Executive Creative Director||NY|
|Stuart H.||Planning Associate - London & New York||NY|
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Millennial, Gen-Z Opps: Samsung launches two global campaigns amid spend decreases (Score 50)
There should still be time to secure last-minute revenue from this campaign, sellers, so reach out. If dollars are all tied-up, keep an eye on additional initiatives that Samsung may release to celebrates its 50th birthday. For example, it also just launched a global campaign to promote its Solid State Drives Memory Storage.
The "Welcome to Solid State" campaign was created by London agency BMB, which was appointed to the account in January, and centers around a 60-second spot that also has five short edits and fourteen stills. It is reportedly running through Facebook and Instagram for eight weeks until mid July.
The "Welcome to Solid State" campaign primarily targets gamers and other tech savvy individuals (male millennial and Gen-Z skew), which makes sense since Samsung as a whole has been placing a heavier focus on targeting the next generation of consumers. It spends highly year round, but there's often a spike during Q4 and prior to product launches.
Samsung is slated to launch the launched two new USB PD (power delivery) controllers.
Remember, as we previously reported, that the constant stream of new products is helping Samsung solidify its status as the leader in future technology so it can differentiate itself from competitors like Apple, JVC and Sony. We also believe the new products may see Samsung reverse its recent spend declines.
iSpot reports a YTD national TV spend of $202.8m placed on a diverse array of programming (see chart right). Spend in the same timeframe of 2018 totaled $201.5m, full 2018 spend totaled $471.6m and spend in 2017 totaled $550.7m.
Adbeat reports digital display over the last 12 months has totaled $37.4m and been placed primarily via direct buy (44%), YouTube (31%) and Google (18%) onto sites like youtube.com, theverge.com, ign.com, buzzfeed.com and espn.com. Ads over the last 24 months have totaled $127.1m and been placed primarily via YouTube (44%), direct buy (40%) and Google (11%) onto sites like youtube.com, theverge.com, gizmodo.com and digitaltrends.com and yahoo.com.
Kantar reports Samsung also typically uses outdoor, print and radio, though all three mediums saw decrease from 2017 to 2018. The company also has heavy budgets through sponsorships/influencers, social media and experiential.
Agency & martech readers -- we put Samsung on the R/GA (digital AOR since 2013).