Gravity Global - Dallas, TX | Agency Profile, Contacts, AOR, Client Relationships

• The agency will initially provide media strategy and buying services to better position Vari as a workspace furniture innovator through branding, awareness, and lead generation efforts.
• This shift closely follows Vari's August 2022 appointment of marketing SVP Kassie Dunaway.
  • Dunaway joined the company in September 2019 as its marketing VP.
• Vari also named Ronak Kallianpur as its content and social director in April 2022.
  • Previously the director of Nexstar Digital's audience development, Kallianpur now leads Vari-ous duties such as B2B and B2C social content strategy, creation, and execution.
• The company will likely:
  • Launch new campaign
  • Ramp up spend, especially via digital/paid social channels
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Consumers: Millennials
  • Businesses: Business DMs in need of office furniture

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Vari hasn't utilized national TV commercials since Q2 2022, when it allocated around $112k toward the channel; it did not utilize this channel in 2021.
  • 2022 ad programming: Its 2022 commercials targeted Gen-X and boomers watching shows such as FOX and Friends, New Day with John Berman and Brianna Keilar, CNN Newsroom With Poppy Harlow and Jim Sciutto, FOX & Friends First, and Early Start With Christine Romans and Laura Jarrett.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent approximately $191.9k on digital ads YTD, 6% more than the approximately $180.7k spent by this point last year.
  • YTD data: So far this year, Vari has earned ~25.2m digital impressions, 81% via Facebook ads and 19% via Instagram ads.
  • Last year: In 2022, the company spent roughly $1.2m on this channel, down slightly (%) from the roughly $1.4m spent in 2021.

Additional agency insights:

• Opportunity: Since the company may conduct additional agency reviews, get in touch soon to offer PR, creative, digital analytics, social media management, experiential, and/or multicultural services.
• Current agency roster:
  • ​​​​​​​​​​​​​​9thWonder: Media AOR