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Mother NY | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (212) 254-2800
Primary Address
595 11th Avenue
New York,
NY
10036
USA
Mother NY Contacts
Contacts (5/15)
Name | Title | State | ||||||||||||
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Paul M. | Creative Chairman & Founder | NY | ||||||||||||
Sample of Related Brands
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Charlie M. | Chief Strategy Officer & Partner | NY | ||||||||||||
Peter R. | Partner & Chief Executive Officer | NY | ||||||||||||
Michael R. | Chief Operating Officer | NY | ||||||||||||
Oriel D. | Chief Creative Officer | NY |
WinmoEdge
Dave & Buster's enters Roblox to reach younger consumers (Score 60)
- The company has reportedly "reinvented" these games, especially the football games.
- The Roblox world also has a branded restaurant, a prize shop, and a place where users can trade their tickets for in-game customizations.
- D&B usually targets parents, but working with the multiverse will allow it access to younger audiences as well.
- The company's media AOR, , helped expand D&B's guest connections, both online and in-store.
- The company will likely:
- Continue experimenting with multiverse efforts
- Return to higher digital spend to more effectively reach younger audiences
- Conduct agency reviews under the CMO that the company hired last year (more below)
- Target demographic:
- Gen-Z: D&B's leaders say they're mostly focused on reaching consumers aged 17-24, even though the company's digital spend is decreasing.
- Millennials and Gen-X: Spend in other channels is on the rise in order to secondarily reach this audience.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, D&B allocated roughly $3.2m toward national TV commercials, almost double the roughly $1.8m allocated in 2021.
- 2022 ad programming: Its 2022 commercials targeted the male-skewed millennial audience of shows such as College Football, College GameDay, Friends, SportsCenter, and Law & Order: Special Victims Unit.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: The company spent approximately $4.8m on digital ads last year, a significant decrease from the approximately $8.1m spent in 2021.
- 2022 data: D&B earned ~452.5m digital impressions in 2022 via desktop video/YouTube (45%), Instagram (33%), Facebook (20%), desktop display (2%), and mobile display (1%) ads.
- Additional channel insights
- The company utilizes Google Ads, OOH, radio, print (newspapers), and local broadcast.
Additional agency insights:
- Opportunity: If you haven't yet done so, get in touch soon to be top-of-mind following D&B's July appointment of CMO Ashley Zickefoose.
- Current agency roster:
- Camelot: Media AOR
- : Creative and digital AOR
- : Social AOR
Insight Sources: Broadcast insights estimated by .