Campaign Imminent: My/Mochi taps strategic, creative AOR following CMO appointment (Score 78)

Sales Lead: My/Mochi recently named Terri & Sandy as its lead strategic and creative

  • The agency will lead a marketing and branding reboot.
  • Initially, T&S will focus on driving sales, engagement, and engagement with a refresh of all digital and social content.
  • T&S will work with My/Mochi's other agency partners to develop and execute a new fully integrated marketing campaign.
  • I figured that an agency review would follow the recent hire of CMO Brigette Wolf.
    • Wolf plans to continue expanding the brand beyond ice cream into additional mochi-based snack food.
  • The company will likely:
    • Launch the new campaign soon
    • Shift strategy
    • Return to higher spend
    • Seek additional new agency partners
  • Target demographic
    • ​​​​​​​Millennial women

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: Since the beginning of 2023, My/Mochi has spent approximately $74.9k on digital ads, 14% less than the approximately $86.7k spent by this point last year.
    • YTD data: The company has earned roughly 5m digital impressions YTD via YouTube ads.
    • Last year: My/Mochi spent around $634.2kk on this channel last year after not utilizing it in 2021.

Additional agency insights:

  • Opportunity: Additional roster shifts could follow this one, so reach out soon to offer digital analytics, experiential, multicultural, and/or influencer services.
  • Current agency roster:

Insight Sources: Digital spend insights estimated by Pathmatics.