Arnold Worldwide | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
|Main Telephone||(617) 587-8000|
|Main Fax||(617) 587-8004|
Arnold Worldwide Contacts
|Lisa U.||Chief Marketing Officer & Managing Partner||MA|
Sample of Associated Brands
|Ed C.||Global Chief Strategy Officer||MA|
|Elliott S.||Chief Growth Officer||MA|
|Icaro D.||Chief Creative Officer - US||MA|
|Sasha H.||Chief Client Officer & President - Boston||MA|
|****** ******||AOR - digital, TV, & print ads||2011||present||*|
|*********, ***.||Creative, Digital||2012||present||*******|
|***********||AOR - creative||2014||present||********|
|******** *********** / *** ****.||AOR - creative||unknown||present||*********|
|*******||Creative, Media Buying, Media Planning||2017||2017||*|
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Digital, TV Media Opps: HomeAdvisor parent set to acquire Angie's List (Score 50)
The combined company will be based out of HomeAdvisor's headquarters in Golden, Colo. HomeAdvisor CEO Chris Terrill will assume the role of CEO of the new company, while IAC chairman Joey Levin will be chairman of the board and Angie's List chairman Thomas Evans and co-founder and CMO Angie Hicks will also join the board.
As with other acquisitions, this should open up more marketing dollars for the acquired company - in this case, Angie's List. The company has been shifting marketing focus from "solely driving member growth" to also highlighting the company's e-Commerce offerings and marketplace initiatives (more here). For both brands, continue looking for TV, digital, mobile and social dollars, particularly through the summer, when most homeowners are looking to make improvements and are, therefore, in search of qualified contractors. Note that Angie's List has decreased its spend this year, likely due to struggles and, now, the impending acquisition, while HomeAdvisor has increased both digital and TV spend steadily since 2015.
Agency readers should also be on the lookout for possible new business opportunities, as an acquisition like this could cause a consolidation of work, so the company could look to completely revamp its roster post-acquisition (in Q4). HomeAdvisor's agency roster includes: here).
National TV Spend: All data is courtesy of iSpot
Angie's List: AL has spent $5.3 million on national TV ads so far this year - down from $13.9 million spent during the year prior. See chart for show targeting this year. For full 2016, AL spent $33.9 million on national TV ads - down slightly from 2015, when $38.7 million was spent.
HomeAdvisor: HA has spent $42.5 million on national TV ads so far this year. A total of 13 spots have been run this year, including three that have launched in the last month - "Mailboxes," "Jogger" and "Home Projects" (all are part of the campaign mentioned in the introduction). This is almost twice as much as was spent during the same period 2016 - $25.6 million. See chart for show targeting so far this year.
For full 2016, HA spent $77.5 million on national TV ads - ad spend that was deployed evenly throughout the year. Therefore, look for HA's spend to increase this year, since spend will likely also be spread evenly throughout the year. Keep in mind, as well, that total 2015 spend was only $44.4 million, so spend has been on the uptick for the last two years.
Digital Breakdown: All data is courtesy of Pathmatics
Angie's List: AL has spent $610,000 on digital display ads so far this year (132.2 million impressions). Ads have mostly been desktop ads (83%), with the remainder split between online video (9%) and mobile (7%). Ads were placed either site direct (74%) or through The Trade Desk (20%). Top ad destinations include: earthlink.net, my.earthlink.net, realtor.com, yahoo.com and aol.com. This about the same as was spent during the same period 2016.
HomeAdvisor: HA has spent $1.01 million on digital display ads so far this year (284.1 million impressions). Majority of these ads have been desktop ads (88%) placed either site direct (22%) or through Google AdX + AdSense (78%). Top ad destinations include: youtube.com, trulia.com, reddit.com, aol.com and realtor.com. This is down slightly from the same period the year prior, when $1.4 million was spent.
14023 Denver West Parkway
Building 64, Suite 200
Golden, CO 80401
Chief Marketing Officer
1030 E. Washington St.
Indianapolis, IN 46202
Senior Vice President, e-Commerce
Chief Marketing Officer