Adlucent | Agency Profile, Contacts, AOR, Client Relationships
Service: search marketing, search engine marketing
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|Ashwani D.||Chief Executive Officer||TX|
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|Stephanie G.||Associate Account Director||TX|
|Abby K.||Head, Creative Strategy||TX|
|Kelly W.||Director, Operations||TX|
|Laura M.||Director, Strategy||TX|
Female Gen-Z DIY Opps: Sunbrella concludes media review amid significant paid social ad spend increase (Score 30)
Adlucent. The agencies will lead media planning, buy and analytics covering traditional and digital channels such as online advertising, digital partnerships, search and brand positioning strength. This AOR hire replaces Sunbrella's relationship with incumbent agency partner Wray Ward. Elizabeth Chapin, AMP VP, will manage the account.
This shift closely follows Sunbrella's appointment of eCommerce marketing specialist Lauren Raker in September; this hire signals an increased focus on promoting the company's online platform.
Since the beginning of 2020, Pathmatics estimates the brand earned 71.3m digital impressions via Facebook (57%), Instagram (39%) and desktop display (4%) ads. Approximate YTD spend of $480.8k reflects a 37% increase from the approximately $352k spent by this point last year. Sunbrella's full 2019 spend grew exponentially to around $352.9k from the roughly $12.6k spent in 2018.
The brand targets crafty consumers, an audience that often has a female skew. Its sustainability efforts appeal to Gen-Z, a target demographic we believe Sunbrella is focused on right now considering its sharp increase in paid social ad spend. This spike likely reflects a surge in product demand; consumers stuck at home due to the global pandemic have more free time than ever to use Sunbrella's fabric for DIY projects. Kantar data reports the brand also invests in print media. It holds planning conversations in Q1 and buying conversations in Q4, with its fiscal year close in April; this puts its planning conversations in traditional Q2 and buying conversations in traditional Q1.
Agency & martech readers - As you know, agency reviews often follow one another, reach out soon to secure potential creative work; our internal team confirmed Sunbrella is no longer working with former creative AOR Wray Ward.