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Ogilvy - New York | Agency Profile, Contacts, AOR, Client Relationships
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- Main Telephone
- (212) 237-4000
Primary Address
636 11th Avenue
New York,
NY
10036
USA
Ogilvy - New York Contacts
Contacts (5/88)
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Shona C. | Head, Client Budget Management | NY | ||||||||||||
Sample of Related Brands
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Sam M. | Senior Producer | NY | ||||||||||||
Darla P. | President | NY | ||||||||||||
Mick M. | Chief Strategy Officer | NY | ||||||||||||
Laird S. | Chief Operating Officer - Global Brand Management | NY |
WinmoEdge
Male Opps: NASCAR promotes marketing leaders, surpasses FY 2022 national TV spend (Score 41)
Sales Lead: Effective January 2023, Michelle Byron is the sponsorships marketing SVP at .
- Byron joined the company in October 1998 as its partnerships marketing VP.
- The same month, NASCAR selected Wyatt Hicks as its digital media VP.
- Hicks has served in many roles since his hire in November 2012 and was most recently NASCAR's managing digital media director.
- The company will likely:
- Shift strategy
- Continue bolstering sponsorships-oriented initiatives (please feel free to read about a recent example here)
- spend
- Seek new agency partners
- Target demographic:
- Millennial and Gen-X men
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, NASCAR has allocated roughly $3.5m toward national TV commercials, already 52% more than the roughly $2.3m allocated in all of 2022.
- Last year: The company allocated around $2.3m toward this channel last year after having spent 4% less, around $2.2m, in 2021.
- 2023 ad programming: NASCAR's 2023 commercials have targeted male racing fans watching shows such as the 2023 Daytona 500, NASCAR Race Rewind, NASCAR Cup Series, the 2023 Daytona 500, and NASCAR RaceDay.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has spent approximately $1.2m on digital ads YTD, down 25% from the approximately $1.6m spent by this point last year.
- YTD data: Since the beginning of 2022, NASCAR has earned about 197.2m digital impressions via Twitter (52%), desktop display (17%), Facebook (15%), YouTube (9%), Instagram (6%), and mobile display (1%) ads.
- Last year: The company's full-year 2022 spend decreased by 25% to $8.4m from that of $11m in 2021.
- Additional channel insights
- The company utilizes radio, OOH, print, digital, local broadcast, Google Ads, Facebook, Instagram, TikTok, Twitter, and online video (primarily via Youtube IOS and Youtube.com) ads.
- As I briefly mentioned, NASCAR has also been revving up its sponsorship efforts.
- Current sponsorship partners include Craftsman Tools.
- NASCAR also invests in short-form DRTV.
- It has very highly concentrated network TV coverage, and a campaign isn't likely soon.
- NASCAR also recently launched an immersive metaverse experience that allows metaverse players can design cars, unlock exclusive virtual items, and play and connect with various Roblox games.
Additional agency insights:
- Opportunity: Promoted marketing leaders don't always conduct agency reviews as often as outside hires do, but it certainly wouldn't hurt to reach out and see if these recent promotions are exceptions.
- Current agency roster:
- In-House: Media
- : Media agency partner
- : Media agency partner
Insight Sources: Broadcast insights estimated by .