Brandience | Agency Profile, Contacts, AOR, Client Relationships

• The agency will focus on paid advertising and marketing aspects, which include media buying, planning, placement, sponsorships, and digital/brand creative.
• Biggby made its first foray into the Greater Cincinnati market in 2013 and is now working to build brand awareness in areas into which it has more recently expanded.
  • These regions include Northern Kentucky, Cincinnati's East Side, and the northern corridor to Dayton.
  • Biggby has big plans for future expansion; the company will reportedly open two more locations in Cold Spring, NY.
• The company will likely:
  • Ramp up localized ad spend
  • Keep increasing digital spend
  • Seek additional new agency partners
• Target demographic: 
  • Gen-Z with a female skew

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, Biggby spent roughly $950.9k on digital ads, 27% more than the roughly $747k spent in 2021.
  • 2022 data: The company earned approximately 121.2m digital impressions last year via Facebook (79%), Instagram (20%), and desktop video/Twitch (1%) ads.
• Additional channel insights  
  • The company works with influencers and utilizes OOH and local broadcast.
  • I expect Biggby to also pursue more sponsorship opportunities since they are part of Brandience's remit.
  • Its spend tends to rise in Q3.

Additional agency insights:

• Opportunity: Additional agency reviews could easily follow this one, so get in touch soon to offer PR, multicultural, and/or experiential services.
  • ​​​​​​​You may also be able to secure localized media, sponsorship, digital, and/or creative duties in other regions.
  • PR/communications hires are especially likely considering how much Biggby has ramped up expansion and is working to build brand awareness.
• Current agency roster:
  • ​​​​​​​​​​​​​​Brandience: Media, sponsorship, digital, and creative AOR (tri-state locations)