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Campaign Imminent: Aflac names new creative AOR amid digital display ad spend increases (Score 41)
Dagger as its new creative AOR late last year, replacing Publicis Seattle, incumbent since 2016. Dagger reportedly served as Aflac's social media shop last year, having started working with the company in 2016; the agency created Aflac's most recent ad, which aired on ABC and ESPN during the NFL Draft. The spot was part of Aflac's "Not Alone" campaign, which focuses on the emotions Americans experience when experiencing unexpected healthcare costs and educates them on how Aflac assists with expenses health insurance doesn't cover. The commercial also rolled out across NBC, Fox, Bravo, Hulu and other platforms; a second ad will reportedly launch in June.
In response to the global pandemic, Aflac donated $5 million to the Global Center for Medical Innovation and Direct Relief. The company also posted about how it considers (and thus covers) telehealth treatment the same as in-person treatment, and it debuted the Federal Paycheck Protection Program for small businesses.
Gerardo Monroy, former CNO Financial Group CMO, joined Aflac as innovation strategy and execution SVP in August 2019.
Adbeat estimates out of the $3m spent on digital display ads since April 2018, $2.6m (87%) was spent after April 2019. It placed 93% as video ads through YouTube onto youtube.com. It placed 6% site direct onto sites such as espn.com, cwtv.com, billboard.com, hollywoodreporter.com and oprah.com. Finally, it placed 1% programmatically through Google Search Partners onto sites such as yellowpages.com, elclasificado.com, lovetoknow.com, glassdoor.com and superpages.com.
the company spent around $18.4m on national TV ads YTD, down from $20.4m during the same time period of 2019. Spend totaled $89m in 2019 and $85m in 2018. It mainly targets millennials and Gen-X with a female skew via this channel (see targeting right).
Sellers should reach out soon to secure last-minute ad revenue for the ad scheduled for June; it will probably promote telehealth coverage. Aflac also utilizes search, OOH, print, radio and local radio but should hold off on OOH spend until consumers start driving more again; it targets consumers and small business decision makers. Its national TV commercials target millennial and Gen-X women, while the rise in digital display ad spend leads us to believe it especially wants to reach millennials and Gen-Z. Therefore, you may also want to offer OTT, podcast and/or paid social ad space.
Agency & martech readers - Since reviews often follow one another, reach out soon for potential media, digital and/or social media management work. Aflac also works with the following agencies: The Bantam Group (research).