LevLane Advertising | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
|Main Telephone||(215) 825-9600|
|Main Fax||(215) 825-9601|
LevLane Advertising Contacts
|David Alan L.||President & Chief Executive Officer||PA|
Sample of Associated Brands
|Bruce L.||Partner & Chief Creative Officer||PA|
|Karen R.||Chief Financial Officer||PA|
|Debbey R.||Senior Vice President & Creative Director||PA|
|Tony S.||Senior Vice President & Media Director||PA|
|********** ****||creative, media buying & planning||unknown||present||******|
|****** **********||Media Buying, Media Planning||2016||present||*******|
|**** ******** **** *******||Creative, Digital, Media Buying, Media Planning||2017||present||*|
|************ *********** *** *****||AOR - creative||unknown||present||****|
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Millennial Media Opps: Drexel University taps new media AOR, launches ad campaign
Subject: Paid media, digital, outdoor, print, radio
Company: Drexel University, is an institution of higher learning located in Philadelphia, PA.
Opportunity: Selected LevLane as media AOR following a two month review. In its new role, the shop will handle all paid and offline media, as well as buying and planning duties for the estimated $1.7 million account.
The assignment will also include the Academy of Natural Sciences of Drexel University, the nation's oldest natural science museum and conductor of biodiversity and environmental research. This is significant because Pathmatics reports that Drexel's 2016 digital display ads are focused more on the Natural Sciences museum, versus the university itself. However, it's important to note that in addition to digital efforts shifting, spend has increased slightly since last year, as well.
Furthermore, this appointment comes around the same time that the university launched its newest ad campaign. Titled "Ambition Can't Wait," the new creative is aimed at spurring enrollment and increasing brand awareness. Typically, Drexel handles creative in-house, but for the new campaign, the university teamed up with Ogilvy & Mather to create outdoor, online, radio and print ads. The campaign will include digital billboard ads, bus wrappings, print ads in The Philadelphia Inquirer and The Wall Street Journal, and Pandora, Spotify and Sirius Satellite Radio will host audio ads.
With that said, since we know advertising is on its way up, look for ad dollars to continue to become more available. Specifically, look for marketing to heavily target the Philadelphia area. Keep in mind that Ogilvy's work with the university is project-based, and following the initial push of the current campaign, expect Drexel's in-house creative team to take the reigns and to work closely with its new media agency to incorporate the new creative into any upcoming media work.
Therefore, Philly-based sellers need to reach out now to pick up ad dollars. Focus pitches around high ROI younger millennial engagement, specifically among college aged adults and high school students (or as I recently learned centennials/Gen-Z).
Also note that creative shifts often follow media reviews (and vice versa), so agencies should keep an eye on this account as well. Especially if the in-house creative team is seeking project-based help.
Digital Breakdown: Since January, Pathmatics reports that Drexel has spent $135,000 on digital display ads, up from the $117,600 spent during the same period last year. So far this year, $132,100 was allocated towards desktop ads, $2,900 towards mobile and <$100 towards video. Of these ads, 23% have been placed site direct, 45% through ad networks and 31% DSP. See chart below for top ad destinations.
In comparison to the same period last year, of the total amount spent, $98,500 went towards desktop ads, $6,800 went towards mobile and $12,100 towards video. Of these, 63% were placed site direct, 10% were placed through ad networks and 26% DSP.
3141 Chestnut Street
Philadelphia, PA 19104
SVP, University Communications
Direct: (215) 895-2613
Director, Marketing & Communications
Direct: (215) 895-2593
Direct: (215) 571-4103