LEITZES&CO | Agency Profile, Contacts, AOR, Client Relationships

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Bare Necessities taps communications AOR amid rebranding project (Score 15)

Sales lead: Communications appointments commonly lead to additional agency hires. 

• DeVries Global as US communications AOR in September 2022. 
  • The agency is responsible for brand & product communications and product launches. 
• DeVries will also help promote BN's recent rebranding effort.
  • This includes a new visual identity, website, and tagline: "Bare it All."
• This replaces incumbent shop Michele Marie PR.

In other news:

• BN hired Shawn Thistlethwaite as marketing VP in July 2022. 
• Thistlethwaite most recently served as marketing VP of Faherty Brand. 

BN's target demographic: Gen-X & millennial women

BN is likely to:

• Continue ramping up spend as it promotes its new identity
• Seek additional agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: BN spent around $450k on digital display ads YTD, a huge increase from $179.4k spent in this channel during the same time period of 2021. 
• YTD data: 57.4m impressions via Facebook (74%), Instagram (25%), and desktop display (1%).
• Last year: Full-year spend jumped by 92% from $155k in 2020 to $297.7k in 2021. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com and instagram.com. It placed 1% of these ads indirectly through Criteo onto sites such as westernjournal.com, yahoo.com, flickr.com, factable.com, and seattletimes.com. 

Agency analysis:

• Opportunity: Get in touch now because communications appointments commonly precede additional agency hires. 
• Current roster:
  • Code & Theory: creative
  • LEITZES&CO: influencer relations
• I recommend offering digital, social media, & media buying/planning services. 

Insight Sources: Digital spend insights estimated by Pathmatics.