Insight Sources: Broadcast insights estimated by Kantar.
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Haworth Marketing & Media | Agency Profile, Contacts, AOR, Client Relationships
Service: media specialty
- Main Telephone
- (310) 824-7777
Primary Address
10940 Wilshire Boulevard
Suite 2050
Los Angeles,
CA
90024
USA
Haworth Marketing & Media Contacts
Contacts (1)
Name | Title | State | ||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Michelle S. | Associate Media Director, Marketing Finance, Media | CA | ||||||||||||
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WinmoEdge
Alaska Airlines hires marketing leader (Score 57)
Sales lead: This hire will affect the company's marketing and could lead to agency reviews.
- Alaska Airlines (AA) named Eric Edge managing director of advertising & marketing in October 2022.
- Edge most recently served as CMO of Omaze.
- It also hired Lori Ho as growth & lifecycle marketing head in August 2022.
- Ho joins from BECU, where she was the digital marketing & analytics VP.
AA's target demographic: Gen-X & millennials
The company will likely:
- Review the agency roster
- Return to national TV advertising
- Continue increasing digital spend
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: AA did not allocate any budget toward national TV ads in 2022.
- Last year: Full-year spend dropped by 48% from $181.3k in 2020 to $94.4k in 2021.
- 2021 ad programming: It placed ads during programming such as Jeopardy!, CBS News Sunday Morning, KING 5: New Years at the Needle, Dateline, and WNBA Basketball.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: AA spent close to $6.5m on digital display ads YTD.
- YTD data: 770m impressions via Facebook (64%), Instagram (18%), desktop video (11%), desktop display (6%), and mobile display (1%).
- Last year: Full-year spend jumped by 74% from $3.5m in 2020 to $6.1m in 2021.
- Ad location: It placed 98% of these ads directly onto sites such as facebook.com, instagram.com, twitch.tv, nhl.com, and youtube.com. It placed 2% of these ads through multiple indirect channels onto sites such as nhl.com, kayak.com, hawaii.com, investing.com, and washingtonpost.com.
Additional channel insights
- AA also invests in OOH, print, radio, and local broadcast.
Agency analysis:
- Opportunity: Get in touch with the new marketing DM to be top-of-mind.
- Current roster:
- Rauxa: creative AOR
- Mekanism: creative AOR
- Haworth Marketing & Media: media AOR
- Nyhus Communications: PR
- Sparkloft Media: social