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Initiative | Agency Profile, Contacts, AOR, Client Relationships

Service: media buying & planning

Main Telephone (212) 605-7000
Main Fax (212) 605-7200
Primary Address
100 West 33rd Street
Fourth Floor
New York, NY 10001

Initiative Contacts

Contacts (5/108)
Name Title State
Leah M. Global Managing Partner, Business Development NY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (212) 605-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 100 West 33rd Street
Fourth Floor
New York, NY

Jim E. Chairman NY
Kris M. President - East Coast NY
Maureen B. Chief Investment Officer NY
Amy A. Chief Executive Officer NY

Client Relationships

Brand Service From To Media Spend
* ** Media Buying, Media Planning 2017 present ********
********* ****** Media Buying, Media Planning unknown present *****
******** **** Media Planning 2015 present *******
********** ********* ********, ***. AOR - media buying & planning unknown present ********
****** media buying & planning unknown present *******

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Millennial Media Opps: 7UP launches campaign with new messaging, reintroduces brand image


Dr. Pepper Snapple Group, recently launched its newest campaign "Mix It Up a Little," in order to reintroduce the brand as one of the most versatile beverages in its category. To do this, the new campaign will focus on encouraging consumers to "mix up" their uses of 7UP, whether that's drinking it straight, using it as a mixer or even cooking with it. The creative is set to run across national media channels, including TV, digital and social media, as well as strong shopper marketing and retail activation programming through out the year. 

Already, the campaign kicked off with a new national TV spot titled "Mix It Up a Little: Yacht," which aired for the first time on Feb. 13 and has cost $6.3 million thus far, iSpot reports. The spot features rapper 2 Chainz, and takes a comedic approach to demonstrating the different ways to use 7UP as a drink mixer. While the ad clearly demonstrates that the brand is taking a millennial-focused approach to its new marketing, this spot in particular seems to demonstrate that the brand plans on targeting legal drinking age (LDA) millennials in particular. 

Therefore, sellers with high ROI LDA millennial engagement strategies should begin reaching out now to secure current campaign dollars as they become available. Be sure to seek revenue tied to earned media, TV and digital. Note that digital display spend this year is more than double what it was for all of 2016, according to Initiative NY.

Additional Insight

Media Spend: Kantar Media reports that for the first three quarters of 2016, 7UP spent $16.3 million on measured media, in comparison to the $34.5 million spent for all of 2015. Since 2014, broadcast has continued to make up the largest portion of media spend. 

TV Breakdown: For all of 2016, 7UP spent $22.2 million on national TV ads, per year have also targeted a similar demographic through its top networks and shows (see targeting right). 

Digital Breakdown: According to Pathmatics, so far this year, 7UP has spent $348,700 on digital display ads, more than half of which were placed site direct on top ad destination 

Post Office Box 869077
Plano, TX 75086
(972) 673-7000

Jim Trebilcock
​EVP, Marketing & Chief Commercial Officer
(972) 673-7000

Kevin Brandvold
​Director, Brand Marketing
(972) 673-7000

Brad Rakes
Brand Manager
(972) 673-7000