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Berlin Cameron | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (212) 375-8111
Primary Address
Three Columbus Circle
New York,
NY
10019
USA
Berlin Cameron Contacts
Contacts (5/6)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Ewen C. | Chief Executive Officer | NY | ||||||||||||
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| Jennifer D. | President | NY | ||||||||||||
| Emily B. | Group Account Director | NY | ||||||||||||
| Eric W. | Executive Producer | NY | ||||||||||||
| Britney S. | Account Supervisor | NY | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Agency Opps: Walgreens puts media up for review after tapping new CMO (Score 58)
- Publicis is also reportedly pitching.
- The process is expected to conclude in Q1 2023.
- WPP, MediaCom's parent, won Walgreen's global creative, media, and communications business in 2017.
- The agency then successfully defended the account in 2020, when Walgreens held a six-month review.
- This deal extended the agency's AOR relationship throughout the end of 2022, with the potential to extend another two years through 2024.
- We suggested a review would follow Walgreens's appointment of CMO Linh Peters.
- The company will likely:
- Continue increasing digital spend
- Conduct additional agency reviews when this one concludes
- Target demographic:
- Gen-Z and millennials via digital and social channels
- Gen-X via more traditional channels such as TV
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Walgreens has allocated roughly $83.6m toward national TV commercials YTD.
- Last year: The company ended up allocating around $94.7m toward this channel last year, up 14% from when it allocated around $82.8m in 2020.
- 2022 ad programming: Walgreens's 2022 commercials have targeted Gen-X watching shows such as NFL Football, La Rosa de Guadalupe, The Golden Girls, Murder, She Wrote, and Chicago Fire.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the pharmacy chain has spent approximately $73.4m on digital ads, 36% more than the approximately $53.9m spent in all of 2021.
- YTD data: Walgreens has earned ~9.3b digital impressions YTD via Facebook (56%), Instagram (23%), desktop video (15%), and desktop display (4%) ads.
- Last year: The company's estimated full-year 2021 spend, $53.9m, increased 39% from that of $38.8m in 2020.
- Additional channel insights
- The company also utilizes OOH, print (magazines), radio, podcasts, and local broadcast.
Additional agency insights:
- Opportunity: Additional agency reviews could follow this one, so keep Walgreens on your radar for PR, creative, digital analytics, and/or social media management work next year.
- Current agency roster:
Insight Sources: Broadcast insights estimated by Kantar.