MRM | Agency Profile, Contacts, AOR, Client Relationships
Service: direct marketing, full service
- Main Telephone
- (646)-865-6230
MRM Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Kate M. | Global Chief Executive Officer | NY | ||||||||||||
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| Ronald N. | Global Chief Creative Officer | NY | ||||||||||||
| Melissa D. | Chief Creative Officer | NY | ||||||||||||
| Harsh K. | Chief Creative Officer & Executive Vice President | NY | ||||||||||||
| Linda S. | Global Chief Talent Officer | NY | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Media Edge: Canon invests in national TV ads for first time in nearly 10 years
Media Sales Lead: Canon USA recently aired its first national TV ads since 2013. The company is using the channel to build awareness for its wide variety of offerings such as printers, scanners, webcam software.
Key Lead Takeaways: Get in touch to score extra ad dollars, especially those with TV inventory.
Target Demographic: Gen-X & millennials with a female skew
Key Spend Notes:
- In addition to returning to TV, the company has been increasing digital spend in 2022.
- The company also invests in influencer marketing and social media.
National Broadcast Analysis & Spend Breakdown (per iSpot):
*Note that iSpot categorizes Canon under Electronics & Communications: Cameras*
2022 YTD Spend: $2.3m
- Remember, this is the first time Canon has invested in this channel since 2013, so no past spend data is available.
Ad Flight Breakdown (Canon): The company launched "Harmony at Work" in September and it features three 30-second spots. Spend dropped at the end of September, but it has started picking back up in time for the holidays.
Top Daypart (by impressions): Primetime (93m), late fringe PM (4.6m), and late fringe AM (3.5m).
Top Networks: NBC, CBS, FOX, & ABC
Top Shows: 74th Emmy Awards, Big Brother, The Bachelorette, Survivor, and The Simpsons.
Top Industry/Vertical spenders (by spend SOV): Canon (80%), Fugifilm (15%), Draganfly (1%), Lizard Cam (0.8%), and Spartan Camera (0.8%).
Digital Display & Social Media Spend Analysis & Breakdown (per Pathmatics):
*Note that Pathmatics categorizes Canon under Computers & Consumer Electronics
2022 YTD Spend: $6.7m
2021 FY Spend: $5.4m
2020 FY Spend: $7.1m
2019 FY Spend: $6.1m
YTD Ad Flight Breakdown: Facebook & Instagram ads have run consistently throughout the year; Desktop display was utilized mainly in Q1, but has been trending up since October.
- Q1 2022 Spend: $2m
- Q2 2022 Spend: $1.8m
- Q3 2022 Spend: $2.03m
- Q4 2022 Spend (to date): $1.1m
Top 2022 Ad Types (by spend): Facebook ($3.3m); Instagram ($2.9m); desktop display ($494k); & mobile display ($59k)
Top Purchase Channels: Direct (100%)
Top Publishers: facebook.com, instagram.com, amazon.com, cinemablend.com, and anandtech.com.
Top Industry/Vertical Spenders: Galaxy (Samsung); Dell (General); Samsung (General); Remarkable AS; IBM (General); HP (General); and Intel Corporation.
Top Creative (by spend; see below): Pathmatics reports that 388 creatives have run during 2022 (note that not all creatives debuted in 2022).
Other Media Spend Analysis & Breakdown:
Kantar: It also utilizes print
Recent & Upcoming Product Launches:
- EOS R6 Mark ll Hybrid Full-Frame Camera (November 2022)
- Canon RF13fmm F1.8 IS USM (January 2023)
- Canon Speedlite EL-F flash Unit (March 2023)
Current Agency Roster:
- MRM//McCANN: Media AOR
- McCann Worldgroup: Creative AOR