Y&R Austin | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
|Main Telephone||(512) 343-0264|
|Main Fax||(512) 343-0659|
Y&R Austin Contacts
|Paula S.||Creative Director||TX|
Sample of Associated Brands
|Cristina B.||Director, Media||TX|
|Allison G.||Assistant Account Manager||TX|
|Jennifer W.||Managing Director, Client Service||TX|
|Belinda L.||Managing Director||TX|
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Campaign Imminent: Reliant Energy names new creative, media shops to drive awareness
Brand: NRG Energy Inc.
Opportunity: As Reliant looks to grow its retail business and expand into new consumer services, it has made some changes to its agency roster. The electricity provider recently selected WPP's Optimedia as its new media shop. Together the two shops will work towards introducing the brand into new product markets and categories, and drive awareness among Texans in the state's competitive markets.
In other words, expect an increase in ad channels that can be targeted via location, such as spot TV, earned media and outdoor. Also note that through 2016, the brand's TV spend was on the rise (per Pathmatics).
Therefore, Texas sellers should begin engaging decision makers right away to secure any upcoming ad dollars as they become available. Focus pitches on high ROI engagement among homeowners and first time homebuyers in key Texas markets. Seek ad dollars specifically tied to spot TV, earned media and outdoor, however, digital sellers that can offer high engagement strategies in Texas markets may be able to secure some revenue moving forward, as well.
Incumbent: While Carat handled media previously.
Media Spend: According to Kantar Media, Reliant spent $8.8 million on measured media in the first three quarters of 2016. In comparison, the company spent $10.5 million on measured media in 2015.
TV Breakdown: Per iSpot, Reliant spent $1.8 million on national TV ads in 2016, a big jump from 2015, when the brand ran no national TV ads.
Digital Breakdown: Pathmatics reports that Reliant spent $560,100 on digital display in 2016, the majority of which went towards desktop ($451,100), followed by video ($85,400) and the rest towards mobile ($30,300). The ads were placed 45% DSP, 33% ad network, 15% site direct, 3% SSP, 2% exchange and 1% unknown. Top ad destinations include ebay.com, aol.com, sports.yahoo.com, 247sports.com and youtube.com.
1201 Fannin St.
Houston, TX 77002
Manager, Brand Strategy
Director, Creative & Brand
Energy Marketing Manager