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Media Assembly | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone (248) 415-3400
Main Fax (248) 354-9745
Primary Address
25800 Northwestern Highway
Southfield, MI 48075-1067
USA

Media Assembly Contacts

Contacts (5/43)
Name Title State
Sue G. Executive Vice President & Director, Operations MI
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (248) 415-3400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 25800 Northwestern Highway
Southfield, MI
48075-1067
USA

Lisa N. Executive Vice President & Leader, Brand MI
Peter S. Executive Vice President, Brand Leadership MI
Michael S. Executive Vice President & Executive Creative Director MI
Laurie I. Executive Vice President & Director, Broadcast Production MI

Client Relationships


Brand Service From To Media Spend
*** **** *********, ***. Digital, Social 2014 present *
*** ****** ******* creative 2014 present *
*** ******* *****/********* ********* creative 2014 present *
*** ****** ******** ********* creative 2014 present *
*** ******** ********, ***. creative 2014 present ********

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WinmoEdge

Rumor - Red Robin's new media agency beginning H2 planning this summer?


Update (5/4): We've received word that Assembly, Detroit, will take over campaigns in the second half of the year. So, start sending H2 pitches now since planning should begin in the summer. We haven't been able to confirm this, but it makes sense because in April the MDC agency's staff was still transitioning to the better burger chain (more info below). 

Sellers who can reach suburban millennial parents (date nights and family outings) should have an advantage securing a piece of  Robin's TV heavy ~$30M ad budget. 

MDC sibling picked up Red Robin's creative AOR duties last summer


Below published 4/13
 

We've learned that struggling national "better burger" chain Assembly, Detroit. Staff at the MDC agency is still transitioning over, so there should still be plenty of time for sellers to make intros and start securing H2 campaign dollars. Q2 has been Robin's top advertising period since 2014, according to Kantar, but the chain also spends substantially during H2, particularly Q4. 

Robin has traffic. As such, they should finally be ready to raise their small digital budgets. An edge will go to sellers with proven ability to engage suburban millennial parents (date nights and family outings) in high ROI ways.

Also, center your pitch on strategies for driving carry-out revenue, a rising consumer demand area that Robin is working to take more advantage of. CEO Denny Marie Post said during the Q4 earnings call that carry-out for the "unplanned dinner occasion" has doubled in five years, as people choose to "stay at home to binge-watch Netflix and shop online" instead of going to the movies. So true, and I'm glad Robin finally gets it! Delicious burgers are the perfect addition to a romantic night in with my wife watching a Zombeavers double feature. 

Casual dining is already struggling industry-wide. On top of that, most of Red Robin's locations are near a mall and/or movie theater, so you can see why falling traffic at both would hurt Robin even further and vice-versa. 

Additional Insight

Incumbent: Digital media was at MDC sibling The Media Kitchen. a partner agency of KBS, Red Robin's creative AOR. Traditional media was at at Initiative, LA. 

TV Breakdown: $26.9 million has gone to three national TV flights the past 12 months (see show targeting right), dwarfing the $10.5 million spent a year earlier, iSpot.tv reports. 

Digital Breakdown: $1.7M has garnered 129.7M impressions the past year, down from the $2.5M spent on 268.2M impressions a year earlier. Both years, about 80% fo impressions were bought direct. 

Top targeted sites the last year include theonion.com, youtube.com, fandango.com, avclub.com and cbssports.com. 

Red Robin Gourmet Burgers
6312 South Fiddlers Green Circle
Suite 200 North
Greenwood Village, CO 80111
(303) 846-6000

Jonathan Muhtar
Chief Marketing Officer & Senior Vice President
(303) 846-6000
​jmuhtar@redrobin.com

Dana Benfield
​Vice President, Marketing
(303) 846-6000
dbenfield@redrobin.com

Jamie Snider
Associate Director, Digital Strategy - Assembly, Det
Direct Dial: (248) 329-1183
jamie.snider@media-asm.com