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|Kelly J.||Senior Account Supervisor||NY|
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Digital Parents Opps: Ferrara taps advertising AOR for Nerds (Score 20)
Ashley Incarnato was promoted to marketing director of Nerds. Very few details regarding this appointment are available, but I would not be surprised to see Nerds increase its marketing efforts. Ferrara could also be planning additional reviews, so keep your eyes on the candy company.
Per Pathmatics, Nerds earned 677.4m impressions YTD through Instagram ads (86%), desktop video ads (10%) and Facebook ads (3%). It placed 100% of these ads site direct onto sites such as instagram.com, youtube.com, facebook.com, yahoo.com and bolavip.com. It spent around $6.2m on digital display ads YTD, a huge jump from $221.7k spent in this channel during the same time period of 2020. Full-year spend increased from $89.1k in 2019 to $238.4k in 2020.
Sellers-- Nerds mainly targets millennial parents through digital display ads. I believe it is also targeting Gen-Zers because it placed the majority of its digital ads directly onto Instagram, which is popular among this demographic. It had been increasing spend before the AOR appointment, and I only expect this trend to continue. Parent company Ferrara also invests in local broadcast TV ads, per Kantar. Sellers should reach out offering digital ad space.
Agency & martech readers-- Agency appointments commonly follow one another, so reach out soon to be top-of-mind. Legend on PR in the past.