Finn Partners | Agency Profile, Contacts, AOR, Client Relationships
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Finn Partners Contacts
|Philippa P.||President - Polskin Arts & Communication - Finn Partners||NY|
Sample of Related Brands
|Peter F.||Founding Managing Partner||NY|
|Joe W.||Managing Partner & Creative Director, B2B & Professional Services||NY|
|Richard F.||Senior Managing Partner||NY|
|Dena M.||Managing Partner||NY|
Female Media Opps: Merrell launches campaign for Women's History Month
Just in time for Women's History Month, Merrell recently launched an effort designed to reach more women. "More Less" suggests women put down their self-care products and hike instead. It was developed by a female-led team from Merrell's in-house agency, Lafayette American and Mutt Film. Sellers able to offer high-ROI strategies among female consumers should get in touch soon to secure last-minute ad dollars.
According to Pathmatics, Merrell spent roughly $8.6m on digital ads last year, almost double the roughly $4.6m it spent in 2020. In 2021, the brand earned around 1.2b digital impressions via Facebook (28%), desktop display (28%), Instagram (15%) and mobile display (3%) ads. Top site destinations for last year's desktop display ads included yahoo.com (24%), popularmechanics.com, delish.com, countryliving.com and goodhousekeeping.com.
Additionally, Magellan reports Merrell has aired 12 podcast ads within the past 12 months, mostly during female-oriented podcasts.
Primarily, the brand is targeting Gen-Z and millennials; remember, this new effort is specifically geared for women. Per Kantar data, Merrell also invests in print (magazines) and OOH. It holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - I see no glaring signs of upcoming agency review, but you may have a shot down the road at project-based work. Winmo states Merrell's roster includes media planning, multicultural and programmatic AOR Young & Laramore, but remember it also has an in-house creative team.