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Forsman & Bodenfors | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (212) 633-0080
Primary Address
160 Varick Street
Fourth Floor
New York,
NY
10013
USA
Forsman & Bodenfors Contacts
Contacts (5/9)
Name | Title | State | ||||||||||||
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Steven G. | Head, Strategy | NY | ||||||||||||
Sample of Related Brands
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Tom S. | Global Lead, Strategy | NY | ||||||||||||
Johan E. | Global Creative Lead | NY | ||||||||||||
Laura P. | Senior Producer | NY | ||||||||||||
Stephen F. | Director, Data & Analytics | NY |
WinmoEdge
Gen-Z, Millennial Opps: American Express starts targeting younger audiences
- Per CMO Elizabeth Rutledge, Gen-Z and millennials are "a large part of our existing base" and "the fastest growing age cohort."
- Rutledge also mentioned that, now that Covid has settled down some, AE's customers have started shopping in person, going on trips, and attending live music and sporting events more.
- Thus, to more effectively reach younger audiences, AE has shifted toward heavier usage of digital experiences and in-person experiential activations.
- Recent examples include a fan experience and card member lounge it set up at Wimbledon and a virtual metaverse offering, Virtual Hill.
- The company will likely:
- Continue ramping up digital efforts to reach its digitally oriented target demographic
- This will likely lead AE to return to heavier digital ad spend (more below).
- Keep working with experiential initiatives to do the same
- Digital and experiential advertising tends to yield high ROI among Gen-Z and millennials.
- Continue ramping up digital efforts to reach its digitally oriented target demographic
- Target demographic:
- Gen-Z and millennials
- The target demographic of AE's national TV commercials has a strong male skew.
- The company secondarily targets Gen-X via more traditional channels (more below).
- It also targets Hispanic audiences via Spanish magazines.
- Gen-Z and millennials
Recent leadership shifts:
- AE's team grew in July 2022 with the appointment of VP and ECD Dylan Bernd.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, AE has spent approximately $49.8m on national TV commercials, down 8% from the approximately $54m spent by this point last year.
- Last year: The financial services company spent around $74m on this channel after having spent less than a third of this, around $22.2m, in 2020.
- 2022 ad programming: AE's 2022 commercials have targeted male sports enthusiasts watching shows such as NBA Basketball, NFL Football, the Super Bowl LVI Pregame, 2022 US Open Tennis, and Today.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has allocated roughly $111.1m toward digital ads YTD, 37% less than the roughly $176.2m allocated within the same 2021 timeframe.
- YTD data: Since the beginning of 2022, AE has earned around 16.4b digital impressions via Facebook (60%), desktop display (23%), Instagram (7%), desktop video (6%), Twitter (2%), and mobile display (2%) ads.
- Top site destinations for this year's desktop display ads include yahoo.com (26%), amazon.com, finance.yahoo.com, ticketmaster.com, and listenonrepeat.com.
- Last year: The company's estimated full-year 2021 spend of $215.2m reached more than 3x that of $58.8m in 2020.
- Additional channel insights
- The company also utilizes print (English and Spanish magazines), OOH, radio, and local broadcast.
Additional agency insights:
- Opportunity: Get in touch soon to see if a creative agency review follows AE's recent VP and ECD hire.
- Current agency roster:
Insight Sources: Broadcast insights estimated by Kantar.