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|Sarah F.||Account Director||TX|
Sample of Related Brands
|Jackson H.||General Manager - Dallas||TX|
Score 91 - Review Imminent: Focus Brands increases digital spend with new global CMO
As we mentioned in Arcos Dorados. Additionally, Moe's added Erik Hess to its roster as president in September, replacing Bruce Schroder. Hess will oversee company operations and marketing initiatives, per Nation's Restaurant News.
For Moe's, the recent rise in digital display spending is primarily due to an influx from February to March this year, per Adbeat. This is the first time in the last two years that Moe's has invested this much in only a month, sellers. Reach out to inquire about its plans for the holiday season ('tis the season for tacos?).
Cinnabon recently made its first digital display investment since Q4 2018, per Adbeat. Although it only reached $30, the Q3 investment this year is a shift in spend: this is the first investment Cinnabon has made outside of Q4 in the past two years. It's possible Cinnabon will spend close to $6k again this Q4 like they did in 2018. However, Cinnabon tends to partner with other companies, such as Pizza Hut, which does much of its marketing, so it doesn't tend to spend as highly as the bigger other brands under the Focus umbrella.
Focus Brands doesn't tend to invest heavily in broadcast, but recently, Moe's has made TV investments. iSpot reports Moe's spent $21.7k on one ad that ran in February & aired during College Lacrosse on CBS Sports. This is the first time the company has spent money on TV ads since 2016, when it spent $6.8 million for the year, primarily from May to June.
|Brand||Past 12 Months||Past 24 Months||Purchase Channel(s)||Top Networks||Top Sites||National TV: YTD||2018|
|Auntie Anne's||$20,300||$70,100||Programmatic (100%)||Google ($20,200)||xfinity.com, littlethings.com, rumble.com, accuweather.com and someecards.com||x||x|
|Cinnabon||$5,700||$7,400||Programmatic (84%)||Google ($4,200)||chicagotribune.com, spike.com, msn.com, merriam-webster.com and dailymail.co.uk||x||x|
|Jamba Juice||$12,700||$19,400||Programmatic (100%)||AppNexus ($5,200)||pagesix.com, athletic.net, accuweather.com, cheatsheet.com and merriam-webster.com||x||x|
|McAlister's||$9,100||$33,000||Programmatic (91%)||Google ($20,200)||rolltide.com, gomason.com, wbir.com, marca.com & johnsoncitypress.com||x||x|
|Moe's||$539,300||$680,300||Direct (85%)||x||washingtonexaminer.com, wcnc.com, independent.co.uk, startribune.com and 12news.com||$24,732||$0|
|Schlotzsky's||$1,100||$20,000||Programmatic (99%)||Google ($914)||ktxs.com, spanishdict.com, texomashomepage.com, dinnerthendessert.com and brownwood.tx.com||x||x|
|YOY %||143% Increase|
Kantar reports OOH is a top channel for Focus Brands. All brands tend to appeal to Gen Z and millennials, with gender split across brands, according to StatSocial. Keep in mind StatSocial gives data on the most reached audience rather that the intended audience of companies, but if you can help these brands continue to appeal to these demographics, reach out. Moe's tends to reach male sports enthusiasts, whereas Schlotzsky's tends to reach female audiences. Auntie Anne's spent $4k on print last year, per Kantar.
Sellers -- Reach out to see which brands will make digital efforts this coming holiday season (Q4). With Gertsacov's hire, we have seen digital spending rise for most brands.
Agency readers -- To the best of our knowledge, Allison+Partners, PR agency, work with Focus Brands. With a change in leadership, particularly a first global CMO, reviews usually follow. Keep this company and its slew of brands on your radar.