Back to All Agencies
Admerasia, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: Asian specialty
- Main Telephone
- (212) 686-3333
Primary Address
159 West 25th Street
Sixth Floor
New York,
NY
10013
USA
Admerasia, Inc. Contacts
Contacts (5/9)
Name | Title | State | ||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Zan N. | Founder & Chairman | NY | ||||||||||||
Sample of Related Brands
***********
|
||||||||||||||
Doris H. | Managing Partner, Media Services | NY | ||||||||||||
June X. | Associate Art Director | NY | ||||||||||||
Haotian D. | Graphic Designer | NY | ||||||||||||
Vivian L. | Vice President & Director, Production | NY |
WinmoEdge
Campaign Imminent: McDonald's taps new AOR, opens new pilot on-the-go restaurant (Score 42)
- The agency now handles the company's US Black consumer market PR strategy, which encompasses earned media, influencer engagement, cultural insights, brand-building efforts, communications-led program planning, and event services.
- Egami will specifically focus on helping McDonald's better engage Gen-Z and other core audiences.
- Burrell Communications, McDonald's previous Black consumer market PR AOR, will continue working with the company, though PR work has shifted to Egami.
- Per senior global brand communications director Molly McKenna Jandrain, the company is particularly focused on driving meaningful storytelling initiatives.
- McDonald's is also experimenting with a new on-the-go format with a pilot restaurant.
- The new location will have an order-ahead lane, an updated app, a food and beverage conveyer, and a new kitchen format, all reportedly designed to streamline operations.
- McDonald's Q3 US digital business boasted more than 25m active app customers, largely via its rewards program.
- CEO Chris Kempczinski called it "one of our highest delivery sales quarters ever in the US."
- Now, the company is expanding the digital rush to its store design.
- Additional test on-the-go restaurants will continue evolving throughout the coming months.
- The company will likely:
- Ramp up promotional material supporting the new on-the-go restaurant as well as the loyalty program
- Keep increasing digital spend
- Target demographic:
- Gen-Z and millennial parents
- Male skew
Recent hires:
- In November 2022, McDonald's selected Anne Enright as its new senior global media director.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, McDonald's has spent approximately $154.8m on national TV commercials.
- Last year: The company spent around $224.2m on this channel last year after having spent 26% more, around $282.2m, in 2020.
- 2022 ad programming: McDonald's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, MBA Basketball, College Football, SportsCenter, and Good Morning America.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has allocated roughly $135.3m toward digital ads YTD, 9% more than the roughly $124.7m allocated in 2021.
- YTD data: Since the beginning of 2022, McDonald's has earned ~16.8b digital impressions via Facebook (36%), Instagram (35%), desktop video (14%), Twitter (7%), desktop display (5%), and mobile display (3%) ads.
- Last year: The fast food chain's estimated full-year 2021 spend reached $124.7m, 52% more than that of $82.2m in 2020.
- Additional channel insights
- The company utilizes radio, OOH, print, experiential, email marketing, and local broadcast.
- McDonald's has also been ramping up its cause marketing initiatives.
- It sponsors podcasts such as NBC Nightly News with Lester Holt, Global News Podcast, Stuff You Should Know, CNN, and Stuff They Don't Want You To Know.
Additional agency insights:
- Opportunity: Agency hires often follow one another closely, so contact soon to remain top-of-mind in case McDonald's conduct additional reviews.
- Current agency roster:
- Egami: Multicultural (African-American) PR AOR (2022)
- : Multicultural (Hispanic) PR AOR
- : Multicultural (Asian-American) PR AOR
-
- : Creative AOR
- : Creative AOR
- : Creative AOR
- : Creative AOR
- : Creative AOR
- : Creative AOR
- : Media buying, GM media planning, and LGBTQIA+ media planning and buying AOR
- : Creative, media, multicultural, and PR AOR
- : Multicultural and experiential AOR
- : Multicultural (AA/Asian American) AOR
- : Multicultural (AAPI/Asian American Pacific Islander) AOR
- : Multicultural AOR
- : PR AOR
-
- : Digital experience agency partner
- : Digital agency partner
- : Experiential agency partner
- : Agency partner
Insight Sources: Broadcast insights estimated by Podchaser.