Digital B2B Opps: Mimecast appoints IPG team as AOR (Score 63)

Sales lead: Start reaching out now to offer ad space ahead of the upcoming campaign. 

• Mimecast appointed a team of IPG agencies as its global AOR in October 2023.
• The team consists of Weber Shandwick, Jack Morton, and Genuine. 
• The agencies will handle PR, creative, experiential, and integrated marketing strategy.
• The first campaign is scheduled for November 2023.
• We told you about Mimecast naming Noble People NY as its media AOR in July. 

Target demographic: Businesses that need cybersecurity services

The company will likely:

• Keep ramping up ad spend
• Try new channels & experiential marketing tactics
• Release fresh creative work

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Mimecast spent nearly $1.4m on digital display ads YTD, a significant increase from $562.8k spent in this channel during the same time period of 2022. 
• YTD data: 185.6m impressions via desktop display (52%), Facebook (27%), YouTube (9%), Instagram (7%), mobile display (4%), and Twitter (2%). 
• 2021-2022 spend: Full-year spend dropped by 47% from $1.2m in 2021 to $632.2k in 2022. 
• Ad location: It placed 91% of these directly onto sites such as facebook.com, youtube.com, instagram.com, chron.com, and howtogeek.com. It placed 9% of these ads through multiple indirect channels onto sites such as mail.com, hollywoodreporter.com, yahoo.com, redmondmag.com, and majorgeeks.com. 

Agency analysis:

• Opportunity: You still may be able to pick up digital or social media duties. 
• Current roster:
  • Noble People: media AOR