Allen & Gerritsen | Agency Profile, Contacts, AOR, Client Relationships

• The agency will now handle brand strategy, platform development, and creative direction across paid, owned, and earned media.
• A&G will also team up with FF on integrated communications tactics within their current markets of education, hotels, restaurants, high-end residential communities, and small business farms.
  • This will involve expanding FF's geographic footprint.
• The company will likely:
  • Implement strategy shifts
  • Launch a new campaign
  • Return to higher spend
  • Seek new agency partners, especially under its new CMO (more below)
• Target demographic: 
  • Business DMs

Recent leadership shifts:

• ​​​​​​​This announcement comes on the heels of FF's March 2023 appointment of CMO Ed Barrett.
• Barrett was most recently the chief growth officer at Zuppler, where he led marketing, sales, product marketing, partnerships, and PR.
• ​​​​​​​At FF, he succeeded James Woolard, who stepped down at the end of 2022 after having served as the company's CMO for two and a half years.

Additional recent news:

• These shifts also follow a recent funding round; in November 2022, FF landed a $17.5m Series B funding round.
• The company has raised a total of $55.9m in funding so far over eight rounds.
• Reportedly, this funding has at least partially gone toward this new agency hire.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, FF has spent approximately $13.1k on digital ads, 14% less than the approximately $15.2k spent by this point last year.
  • YTD data: The company has earned ~2.3m digital ads YTD, 60% via Facebook ads, 23% via Instagram ads, and 17% via YouTube ads.
  • Last year: In 2022, FF spent roughly $81.5k on this channel, 11% more than the roughly $73.2k spent in 2021.
• Additional channel insights  
  • The company utilizes cause marketing, as you can tell from the video above.

Additional agency insights:

• Opportunity: Additional agency reviews could easily follow this one, especially considering the recent CMO hire, so contact sooner rather than later to offer media, digital analytics, experiential, influencer, and/or multicultural services.
• Current agency roster:
  • ​​​​​​​​​​​​​​Allen & Gerritsen: Creative and PR AOR (April 2023)