Aruliden | Agency Profile, Contacts, AOR, Client Relationships
Service: design
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Aruliden Contacts
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Matthew S. | Associate Director, Industrial Design & Sustainability | NY | ||||||||||||
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Michael G. | Vice President, Creative Director | NY | ||||||||||||
Spencer B. | Vice President, Brand Design | NY |
WinmoEdge
Gen-Z Opps: NYC & Company taps AOR for new $30m campaign, increases spend (Score 32)
Universal McCann, selecting it as AOR to handle its "largest destination-marketing campaign in NYC history." UM will lead media strategy, planning, buys, data and analytics.
The new "It's Time for NYC" campaign (see video above), which will reportedly be a "$30m promotional campaign," launched on June 24, so sellers should get in touch soon to secure last-minute ad dollars.
So far this year, Pathmatics reports NYC&C has spent roughly $392.4k on digital ads, up 73% from the roughly $227.3k it spent within the same 2020 timeframe. The organization's estimated full-year 2020 spend ($373.2k) increased by 30% from that of $288.1k in 2019. NYC&C has earned around 48.2m digital impressions YTD via Facebook (64%), Instagram (39%), desktop display (4%), mobile display (2%) and Twitter (1%) ads.
As you can tell, the organization is largely targeting Gen-Z via paid social. Of course, spend will continue rising to support this new campaign; to reach more Gen-Z, it may also use OTT. According to Kantar data, NYC&C also invests in print media; it additionally works with influencers.
Agency & martech readers - Since, as you know, agency hires often follow one another, get in touch soon to offer PR, creative and/or social media management assistance. NYC&C has worked with creative agency partners BBH.