Back to All Agencies

Mindshare | Agency Profile, Contacts, AOR, Client Relationships




Service: media buying & planning

Main Telephone
(212) 297-7000
Primary Address
Three World Trade Center
175 Greenwich Street
New York, NY 10007
USA

Mindshare Contacts

Contacts (5/157)
Name Title State
Tracy M. Senior Partner & Associate Director, National Broadcast NY
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (212) 297-7000
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Three World Trade Center
175 Greenwich Street
New York, NY
10007
USA

Shane M. Chief Data Strategy Officer NY
Lauren T. Director & Senior Partner NY
Denise O. Executive Director, Investment NY
Eric G. Partner & Director, Trading Desk NY

Client Relationships


Brand Service From To Media Spend
****** ******** **** media buying & planning 2009 present *
****** ************ media buying & planning 2009 present *********
****** ********* media buying & planning 2009 present *
********, ***. Media Buying, Media Planning 2019 present *******
**/** **** ******* media buying & planning unknown present ******

See Winmo sales intelligence in action

WinmoEdge

Male Millennial Opps: Mazda promotes permanent CMO amid ad spend decreases (Score 57)


On September 15, Garage Team Mazda, WPP's bespoke integrated marketing agency for the company. According to Mazda president Jeff Guyton, Audet "successfully guided" the company's marketing operations "during this time of unprecedented uncertainty and volatility."

The global pandemic did not affect Mazda as severely as it did many automotive companies; its August sales were down only 5%, while the total industry was down 19%. Along the same lines, Mazda's YTD sales are down only 5%, with the entire industry down 22%, per MediaPost.

According to iSpot, so far, the automaker's 2020 national TV commercials target male sports enthusiasts (and female Bachelor fans), with top shows including SportsCenter, NBA Basketball, College Football, The Bachelor and College Basketball. A YTD spend of approximately $56.2m marks a 44% decline from the approximately $99.5m spent by this point last year; Mazda's full 2019 spend grew by 72% to $152.2m from $109.5m in 2018.

Unfortunately, Adbeat reports the company hasn't really invested in digital display since mid-April; it allocated an estimated $2.2k toward this channel from September 2019-2020, down 8% from the estimated $2.4k it allocated from September 2018-2019. Most of the past year's spend went toward programmatic ads placed via Jivox ($1.9k) onto caranddriver.com ($1.6k).

We expect these drops in spend to reverse under a new CMO. Additionally, per Magellan, Mazda has aired 910 podcast ads within the past year.

While some of Mazda's national TV commercials target women, its overall target demographic is focused more on affluent men, particularly millennials. It does rely on sports partnerships, having teamed up with ESPN for the 2019 college football season, and is, as you can see from its national TV targeting, trying to find other ways to reach that demographic. Kantar data reports Mazda also invests in OOH, print (magazines) and local broadcast.

Agency & martech readers - CMO promotions can lead to agency reviews, so get on the Audet's radar soon to see what work you can secure. Since he joined the company from creative, digital and media AOR Garage Team Mazda (WPP-owned), that relationship is probably still secure. However, this promotion makes Mazda's partnerships with SYZYGY (digital assistance) vulnerable.