Campaign Imminent: Siemens taps new media AOR as it increases digital spend (Score 40)

Sales Lead: Siemens recently named Mediaplus as its lead global media AOR, effective immediately.

• The agency will handle media strategy, planning, and buying across all traditional and digital media except search.
• It will initially focus on developing an innovative, digital campaign setup.
• The agency is headquartered in Germany, but its work will affect Siemsn's US strategy.
• It seems as though MediaCom will continue as the company's lead US media agency, but it will likely work closely with Mediaplus as well.
• The hire doesn't conclude a formal review; Mediaplus had worked with Siemens before on a project-by-project basis.
  • This project involved conceptualizing and implementing the company's global Xcelerator campaign.
• According to Siemens's global communications head, Lynette Jackson, the company's focuses range from a broad brand-building initiative and demand generation campaigns in target markets such as the US.
• Siemens will work with Mediaplus's team to "benefit from intelligent target group targeting, digital, and data expertise" while also exploring "new, innovative ways to build our reputation and support sales growth," per Jackson.
• The company will likely:
  • Launch a new campaign soon
  • Continue increasing spend
  • Seek additional new agency partners
• Target demographic: 
  • Businesses

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2022, Siemens has spent roughly $2.5m on digital ads, 9% more than the roughly $2.3m spent in 2021.
  • YTD data: The company has earned around 254.8m digital impressions YTD via desktop display (39%), desktop video (32%), Twitter (11%), mobile display (9%), Facebook (6%), and Instagram (2%) ads.
    • Siemens has placed most of this year's desktop display ads site direct onto destinations such as vox.com (30%), theverge.com, yahoo.com, businessinsider.com, and cnet.com.
    • The company has placed this year's desktop video ads site direct onto youtube.com (97%) and cnn.com.
  • Last year: In 2021, Siemens spent approximately $2.3m on this channel, down 21% from the approximately $2.9m spent in 2020.
• Additional channel insights  
  • The company utilizes OOH.

Additional agency insights:

• Opportunity: Additional agency hires could follow this one, so get in touch to offer PR, creative, digital analytics, social media management, multicultural, and/or experiential services.
  • ​​​​​​​Siemens and most of its agency partners are headquartered in NY, so an advantage may go to those in the NE.
  • An advantage will also go to those with B2B expertise.
• Current agency roster:
  • ​​​​​​​Mediaplus: Global media AOR
  • MediaCom: US media AOR
  • Converseon: Social agency partner
  • Ogilvy: Creative agency partner
  • Weber Shandwick: PR agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.