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|Steve M.||Director, Global Business Leadership & Chief Executive Officer - Canada||NY|
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|Steven G.||Director, Strategy||NY|
|Tom S.||Head, Strategy||NY|
|Matthew F.||Director, Business Affairs||NY|
|Johan E.||Creative Director||NY|
Gen-Z, B2B Media Opps: PODS taps new top marketer, spend picks back up (Score 61)
In July, Susan Jacobs joined PODS as CMO after having worked as the marketing SVP at Beam Dental for less than a year. Jacobs replaces Luci Rainey, who was named PODS's CMO in 2019.
So far this year, Pathmatics shows the company has spent roughly $1.1m on digital ads, flat from the roughly $1.1m it spent within the same 2020 timeframe. In 2020, PODS's estimated full-year spend reached $1.7m, 41% less than that of $2.9m in 2019. It has earned around 189.8m digital impressions YTD via Instagram (37%), Facebook (35%), desktop display (18%), desktop video (9%) and mobile display (1%) ads.
It's odd to me that 's spend dropped so much last year; lots of people moved during Covid, whether permanently or not. I expect, though, that PODS's spend will pick up steam now that the company has a new top marketer. It's primarily targeting Gen-Z (primarily) right now through paid social and millennials (secondarily) through desktop display. The company particular targets consumers in search of help moving and storing their belongings and business DMs in search of help relocating employees, along with supply chain management and logistics. Spend will likely spike during Q4-Q1 since April-September tends to be peak moving season.
Agency & martech readers - As you know, CMO hires often precede agency reviews; get in touch soon to remain top of mind. PODS is no longer working with Forsman & Bodenfors, which had won its media remit in 2017.