Kovert Creative | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: Made by Nacho taps PR agency partner (Score 26)

Emerging D2C cat food brand Kovert Creative as its new agency partner to handle communications and influencer marketing. The agency will initially focus on building MBN's brand awareness and expanding its reach amongst key media and influencer stakeholders.

This announcement came alongside a key hire; earlier in January 2022, MBN named Emily Ferber as brand marketing VP. Before her most recent stint as a freelance brand strategy and storytelling advisor, Ferber worked at Glossier, most recently as brand strategy head and interim copy head.

According to Pathmatics, MBN made its first foray into digital advertising at the beginning of 2021. Since then, around $898.4k has generated ~93.5m digital impressions via Facebook (80%) and Instagram (20%) ads. 

This brand, of course, targets pet parents; its increasing digital spend and reliance on paid social lead me to believe it's particularly targeting Gen-Z. Since Gen-Z consumers tend to be more digitally oriented than those of other age demographics, MBN may expand down the road into additional digital channels such as podcast and/or OTT. If sellers able to offer high-ROI strategies among this audience reached out to secure ad dollars, that would be purr-fect. Remember, MBN is also looking to establish more influencer partnerships.

Agency & martech readers - PR hires often precede other agency reviews, especially with a recent marketing hire involved, so keep MBN on your radar for potential creative, media, digital analytics and/or social media management work.