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Saatchi & Saatchi | Agency Profile, Contacts, AOR, Client Relationships

Service: full service

Main Telephone: (212) 463-2000

Primary Address

1675 Broadway

30th Floor

New York, NY 10019

USA

Saatchi & Saatchi Contacts

Contacts (5/45)

Name

Title

State

Chris J.

Executive Creative Director

Sample of Related Brands
***********

Email:	***@***.*
Main Phone:	(212) 463-2000
Direct Phone:	* * ext: ****
Assistant Name:	*
Assistant Phone:	* *
Address:	1675 Broadway 30th Floor New York, NY 10019 USA

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Sarah B.

Chief Business Officer

Jeremiah K.

Chief Operating Officer

Nicole S.

Chief Marketing Officer

Jennifer B.

Senior Vice President, Group Director, Account

Client Relationships

Brand	Service	Media Spend
******	Creative	********
****** **** ****	Creative, Public Relations	*
******	Creative	********
******	Creative	********
*******	Creative	*********

See Winmo sales intelligence in action

WinmoEdge

Momvertising Opps: Downy features the Backstreet Boys in new campaign, increases digital spend

Sales Lead: teamed up with the Backstreet Boys on its new campaign.

Made by creative, digital, and social agency partner , the campaign promotes the Downy Rinse & Refresh product, which launched in September.

Downy's parent company, , called the new product its "biggest innovation in over 30 years," which aligns with the Backstreet Boys' debut in 1993.

Designed to blend nostalgia and modern relevance, it rolled out across broadcast TV, streaming TV, and online video.

The brand will likely:

Seek additional influencers

Continue increasing digital spend

Target demographic:

Gen-Z and millennials with a strong skew toward moms and household decision-makers in general

Its national TV commercials target both English- and Spanish-speaking audiences.

Additional spending insights (**note: the above data refers to the Downy brand specifically:

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

YTD spend: Downy has allocated roughly $148m toward national TV commercials YTD.

Last year: In 2021, the brand ended up allocating around $175.8m toward this channel after having spent 3% less (so, spend went Downy), around $170.5m, in 2020.

2022 ad programming: Downy's 2022 commercials have targeted Gen-X watching shows such as NFL Football, Friends, La Rosa de Guadalupe, Chicago Fire, and Dateline NBC.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

YTD spend: Since the beginning of 2022, the brand has spent roughly $1m on digital ads, 4% more than the roughly $96.5k spent in 2021.

YTD data: Downy has earned ~130.1m digital impressions YTD via Instagram (93%), Facebook (2%), mobile display (2%), desktop display (2%), and mobile display (1%) ads.

Last year: The brand spent approximately $96.5k on digital ads last year, 94% less than the approximately $1.6m spent in 2020.

Additional channel insights

The brand utilizes radio and local broadcast.

It holds planning conversations in Q3 and buying conversations in Q2.

Along with the Backstreet Boys, Downy works with influencers such as Katy Perry, Ellen Degeneres, Taylor Swift, and Rihanna.

Additional agency insights:

Opportunity: P&G doesn't seem to currently have a brand-specific agency handling Downy's PR, so get in touch soon to see if that might change.

Current agency roster:

Saatchi & Saatchi: Creative, digital, and social agency partner

In-House: Media

: Creative AOR

: Creative, digital, media, and social agency partner

Insight Sources: Broadcast insights estimated by Kantar.