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|Claudia M.||Vice President & Group Account Director||FL|
|Alex C.||Vice President & Integrated Producer - Interactive||FL|
|Jeff S.||Vice President & Creative Director||FL|
|Samantha A.||Vice President & Director, Strategy||FL|
|****'*-*** ***||AOR - creative||2010||present||*|
|******||Creative, Media Planning||2016||present||*****|
|******'*, ***.||Creative, Digital, Media Planning, Social||2007||present||*********|
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TV, Digital Opps Update: LetGo app launches two national TV spots, continues advertising boost
LetGo, a Spain-based mobile classifieds app, entered the US market about a year ago (more below) and has continued to increase advertising spending since.
In fact, just this month, LetGo has spent $13.3 million on the two newest national TV spots from their creative shop, MDC's iSpot reports. The first ad, which aired for the first time Feb. 5, is titled "Avalanche" and has cost $1.8 million thus far. The second spot, titled "Hospital," aired a day later, costing a little less at $1.3 million so far.
Expect the company to continue fueling its ad budget to drive awareness. Specifically, look for ad dollars to be largely available in traditional channels, as spend is already up this year. Total national TV spend for last year was $99 million.
Additionally, LetGo does run a comparatively small amount of direct response (DR) digital. So, readers who can offer high ROI direct response millennial engagement strategies should reach out, as well. It appears that TV is handled out of CP+B, while digital is in-house at LetGo's Spain HQ. We'll keep you posted as we learn more.
Below originally published 4/1
Since breaking into the US, the company continues increasing ad spending on mobile ad campaigns and prime time TV ads. Already, almost twice as much has been spent on national TV in Q1 than for all of 2015.
Therefore, TV and mobile sellers should continue to go after revenue since it doesn’t appear that ad spending will slow down in the near future.
TV Breakdown: According to iSpot, LetGo spent $11.3 million on national TV ads over all of 2015, all of which was allocated from Oct. 14-Nov. 18.
In comparison, since January of this year, the app company has spent $20 million on national TV.
New York based staff
Barcelona based staff
Adrián Sarasa Cantán
Mobile Marketing Manager – User Acquisition & Retention
Sylvain Le Grill
User Acquisition & Retention Specialist