Brunner | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||(412) 995-9500|
|Main Fax||(412) 995-9501|
|Michael B.||Chairman & Chief Executive Officer||PA|
Sample of Associated Brands
|Scott M.||President & Partner||PA|
|Rick G.||Chief Digital Officer & Partner||PA|
|Rob S.||Chief Creative Officer||PA|
|Ken J.||Senior Vice President, Client Experience||PA|
|** ****** *******||Digital, Media Buying, Media Planning||2016||present||*******|
|*******'* **** *** *****, ***.||Social||2016||present||*****|
|*******'* ****** ****, ***.||AOR||2018||present||*|
|***** ***********||Branding Strategy||2008||present||*******|
|**** *****||Branding Strategy||2008||present||*******|
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Male Media Opps Update: 84 Lumber launches new TV spot, full digital campaign
Update (5/3): statement. The new ad (see above) is aimed at keeping the hiring momentum going.
Additionally, the new campaign will be supported with a digital push that will include social media, paid search, digital video, native advertising, and display ads. So, hopefully male-focused sellers (A20-29 skew) began reaching out at the beginning of the year, when we told you to be on the lookout for a big digital campaign (more below).
But, if not, see if there is still revenue left on the table through Q3, when the campaign will likely end. Media, along with creative, is handled by Brunner, according to Winmo.
Update (1/27): After the Super Bowl buy (more info below), we've received word that 84 Lumber has a big digital campaign set to run through the fall. We've been unable to confirm this with the brand or agency, but we wanted to keep you posted since there could be substantial revenue to secure here.
So, reach out immediately. Sellers with high engagement rates among men ages 20-29 will have an advantage.
Below posted 1/20
Opportunity: Teamed up with confirmed the other day that Fox Sports rejected the original commercial because "they determined that some of the imagery, including ‘the wall’ would be too controversial. So we went back and revised the spot to make it acceptable to them." Now, the company plans to launch the rejected ad on its website at the same time that the Super Bowl spot airs.
Keep in mind that until now, 84 has not been a huge ad spender, but with a $15 million spot like this, that is already changing. In fact, the purpose of the ad is to launch a year-long campaign focused on recruitment, specifically targeted towards millennial males seeking long-term employment versus contract jobs.
With that said, male-focused sellers should seek 84 Lumber's growing traditional and digital ad budget. Focus pitches on strategies for targeting working class "blue collar Americans," as the campaign aims to explain the idea that "work ethic and dedication is more important [to 84] than their educational background."
Digital Breakdown: According to Pathmatics, 84 Lumber spent $17,700 on digital display ads in 2016, up from the $1,400 spent for all of 2015. Of the total spent last year, the majority ($17,400) went towards desktop, while the remaining $300 went towards mobile. Of these ads, 95% were placed site direct and 4% ad network. Top ad destinations included nhl.com, iheart.com (iHeartMedia) and poconorecord.com.
So far this year, the company has already spent $1,700 on display ads, most of which has gone towards desktop, with the remaining towards mobile. So far the ads have been placed 97% site direct and 3% ad network. Top ad destinations thus far include nhl.com and prothom-alo.com.
1019 Route 519
Eighty Four, PA 15330
Direct: (724) 228-8820 ext. 2043
Director, Digital Marketing