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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
Steven G. Head, Strategy NY
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (212) 633-0080
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 160 Varick Street
Fourth Floor
New York, NY
10013
USA

Tom S. Global Lead, Strategy NY
Johan E. Global Creative Lead NY
Laura P. Senior Producer NY
Stephen F. Director, Data & Analytics NY

Client Relationships


Brand Service From To Media Spend
****** Creative ******
******** ******** ********** Creative *******
******** ********** *** ***. Creative *
******* Creative, Digital, Social *

See Winmo sales intelligence in action

WinmoEdge

Gen-Z, Millennial Opps: American Express starts targeting younger audiences


Sales Lead:  has shifted its marketing strategy in order to reach Gen-Z and millennials who have started to show "new consumer behavior."

  • 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.
  • 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.

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:

Insight Sources: Broadcast insights estimated by Kantar.​​​​​​​