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|Main Fax||(212) 867-5170|
McCann New York Contacts
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|Sallie M.||Senior Vice President & Chief Diversity Officer - Worldgroup||NY|
|Joe K.||Global Chief Talent Officer||NY|
|Tom M.||Chief Creative Officer||NY|
|Sean B.||Group Creative Officer||NY|
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Q2-Q4 Media Opps: Chick-fil-A launches first major work from new AOR
Chick's iconic cows remain, but the new campaign incorporates VR (how millennial of them!). Fil-A wanted their new AOR to "do something that would engage with our guests in new and interesting ways," Joe Saracino, Chick-fil-A's VP-brand strategy and media, told
The IPG agency's new campaign will feature two 30-second commercials during the Grammy Awards, the first time Fil-A has purchased time during the event on a national level. Previously, they only ran local spots. This signals more national buys to come, perhaps, as the switch from Richards came as Chick-fil-A expands beyond its Southeast stronghold.
The next big ad flight is being planned for the fall. So, expect a big college football push since the bulk of the chicken chain's ads already run then. Sellers should keep going after traditional and digital revenue through the end of the year. Multicultural agencies and sellers should look for revenue to be up, as well (more info here).
Moxie, ATL still has social media buys and community management.
Media Spend: Chick-fil-A's ad budget has been much smaller than other QSRs, but it's going up as they expand beyond the Southeast. Kantar Media reports that $54.3 million was spent on measured media in 2015, up from $18.3 million in 2014. Broadcast comprised $37.7 million in 2015 and $15.5 million was spent on outdoor. The remainder mostly supported display and radio.
TV Breakdown: Almost $100,000 has gone to the "The Cowz VR" national ad since it debuted Feb. 6, according to iSpot.tv. So far, the ad has only run on ESPN and ESPN 2 (see show targeting right).
Digital Breakdown: $12.6 million garnered 652.9 million impressions the last 12 months, down from $40.7 million in 2015, per Pathmatics. YouTube and ESPN still received the bulk of spending the last year, at $8.4 million and $3 million, respectively.
5200 Buffington Rd.
Atlanta, GA 30349
Chief Marketing Officer
Vice President, Brand Strategy & Media
Tracy Reimers Donahue
Vice President & Media Director - Starcom, Chi
Direct Dial: (312) 220-4156
Associate Media Director - Starcom, Chi
Direct Dial: (312) 220-3829
Digital & Video Media Associate - Starcom, Chi