Cutwater | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(415) 341-9100|
|Chuck M.||Founder & Chief Creative Officer||CA|
Sample of Associated Brands
|Christian H.||President & Principal||CA|
|Pip B.||Media Director||CA|
|Richard T.||Associate Director, Communications & Content Strategy||CA|
|Greer G.||Senior Account Director||CA|
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Campaign Imminent: Yogi Tea taps new media, creative AOR amid growth
Cutwater as AOR to handle all advertising and media efforts. Specifically, the new shop is tasked with brand strategy, broadcast, digital, social media and buying and planning duties. The agency won the account after what started as a creative-only review, but ended up securing Yogi's media business, as well.
With Cutwater's first work for Yogi, touted as the fastest growing natural tea brand in the US, set to launch this year, health and wellness consumer-focused sellers should go after revenue in the channels mentioned above. Digital sellers should have an advantage securing revenue, as Pathmatics reports that the brand already spent $1.1 million on digital display ads in 2016, up from $311,600 spent the year before. In fact, display spend so far this year is $330,800, more than all of its 2015 spend, so expect this to continue rising.
In addition to digital, be on the lookout for sponsorship, experiential and even traditional revenue. Cutwater's hire comes not long after Yogi announced that it would build a new plant to accommodate its fast rise. So, considering favorable healthy lifestyle category trends, expect Yogi to boost traditional marketing investments to drive awareness in this increasingly crowded space.
Digital Breakdown: Of the digital display ads run so far this year, the majority of them were placed via ad networks Google AdX + AdSense (98%) and Media.net (1%). The remaining 1% flowed through SSP Rubicon Project, per Pathmatics. Top ad destinations include bhg.com (Meredith), rollingstone.com, greatergood.com and usmagazine.com.
950 International Way
Springfield, OR 97477
VP, Marketing & Sales
Director of Marketing