Campaign Imminent: Frye taps new media AOR following major leadership shifts (Score 66)

Sales Lead: Tinuiti just became the performance media AOR for Frye Footwear.

• The agency will now oversee Frye's client growth, affiliate, growth media, analytics, and SEO.
• Tinuiti's strategy will particularly focus on accelerating Frye's omnichannel performance with special attention to refined tracking and measurement strategy via GA4.
• The company will likely:
  • Launch a new campaign
  • Keep increasing spend
  • Conduct additional agency reviews
• Target demographic:
  • Gen-Z and millennials 

Recent leadership shifts:

• This announcement comes not long after Frye named a seasoned marketer, Jeremy Cornfeldt, as its president in March 2023.
  • Cornfeldt joined from Brainlabs, where he was the US CEO.
• Frye's parent company, Authentic Brands Group, also named Dee Heffernan as its fractional CMO in October 2022.
  • ​​​​​​​Heffernan previously led product marketing at the American Society of Plastic Surgeons.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Frye has spent roughly $100.6k on digital ads, almost double the roughly $55.2k spent within the same 2022 timeframe.
  • YTD data: The brand has earned ~13.4m digital impressions YTD via Facebook (61%), Instagram (37%), desktop display (1%), and mobile display (1%) ads.
  • Last year: Frye ended up spending approximately $243.2k on this channel in 2022, 11% more than the approximately $219.3k spent in 2021.
• Additional channel insights  
  • Frye utilizes digital ads and Google Ads.
  • The rand holds planning conversations in Q1 and buying conversations in Q4.

Additional agency insights:

• Opportunity: Since agency reviews often follow one another, especially following top marketing appointments, get in touch soon to offer PR, creative, digital analytics, social media management, experiential, influencer, and/or multicultural services.
• Current agency roster:
  • ​​​​​​​​​​​​​​Tinuiti: Performance media AOR (April 2023)

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