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22squared Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (404) 347-8700
Primary Address
1170 Peachtree Street, Northeast
Suite 1400
Atlanta,
GA
30309
USA
22squared Inc. Contacts
Contacts (5/55)
Name | Title | State | ||||||||||||
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Amanda F. | Chief Operating Officer & Executive Vice President | GA | ||||||||||||
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Laura M. | Talent Acquisition Partner | GA | ||||||||||||
Christine P. | Chief Marketing Officer | GA | ||||||||||||
Erica H. | Chief Executive Officer | GA | ||||||||||||
Toygar B. | Chief Creative Officer | GA |
WinmoEdge
Campaign Imminent: Party City taps media AOR amid CMO search (Score 49)
Sales Lead: To drive social engagement despite a slump in sales,
- The agency now handles media planning, paid media investment, digital strategy, ad tech consulting, and analytics.
- The account is led by a 15-person team headed up by 22squared's group AD and SVP, Austen Tully, and its media strategy and planning director and SVP, Jenny Yeend.
- Right now, PC is particularly focused on driving in-store and online purchases via more efficient and effective social media platform use.
- This shift replaces PC's former media AOR, Dentsu’s 360i.
- The company and 22squared are currently focused on targeted social media activations ahead of graduation season.
- We predicted that PC would seek new agency partners as it seeks a CMO to replace Julie Roehm.
- The company will likely:
- Shift strategy
- Launch a new campaign
- Ramp up spend
- Seek additional new agency partners
- Target demographic:
- Parents, especially moms, ranging from Gen-Z through Gen-X
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: PC hasn't utilized national TV since allocating around $573 in 2021.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the retailer has spent approximately $344k on digital ads, only about a third of the approximately $1.1m spent by this point last year.
- YTD data: PC has earned ~44.8m digital impressions YTD, 87% via Facebook ads and 13% via Instagram ads.
- Last year: In 2022, the company spent roughly $4.9m on this channel, down 25% from the roughly $6.5m spent in 2021.
- Additional channel insights
- The company utilizes OOH, print (newspapers), radio, digital, and Google Ads.
- PC sponsors podcasts such as The Ben Shapiro Show and No Jumper.
Additional agency insights:
- Opportunity: Get in touch soon to see if any additional agency reviews follow this one, especially considering its ongoing CMO search.
- Current agency roster:
- 22Squared: Media AOR (December 2022)
Insight Sources: Broadcast insights estimated by .