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Taylor | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
- Main Telephone
- (704)-996-3447
Primary Address
1540 Broadway
40th Floor
New York,
NY
10036
USA
Taylor Contacts
Contacts (5/9)
Name | Title | State | ||||||||||||
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Bryan H. | Managing Partner & Chief Operations Officer | NY | ||||||||||||
Sample of Related Brands
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Tony S. | Chief Executive Officer & Managing Partner | NY | ||||||||||||
John L. | Managing Partner | NY | ||||||||||||
Mike C. | Managing Partner | NY | ||||||||||||
Christina M. | Chief Strategy Officer | NY |
WinmoEdge
Campaign Imminent: Smirnoff taps new creative AOR, launches safety campaign (Score 36)
- This hire replaces 72andSunny, its incumbent since 2013, which did not defend the account.
- Smirnoff is reportedly parent company Crown Royal, which means spend for Smirnoff will likely remain high.
- The brand also debuted an ad in which it gives viewers advice for imbibing alcohol during the holiday season.
- The brand will likely:
- Launch new work soon
- Continue working with sports marketing via a partnership with the NFL
- Keep increasing national TV spend and return to heavier digital spend
- Seek additional influencer opportunities
- Conduct additional agency review
- Target demographic:
- Millennials and Gen-X with a male skew
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Smirnoff has spent approximately $17.7m on national TV commercials, almost double the approximately $9m spent in all of 2021.
- Last year: The brand spent around $9m on this channel last year, almost doubling when it spent around $5.4m in 2020.
- 2022 ad programming: Smirnoff's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, the 2022 Winter Olympics, SportsCenter, NBA Basketball, and NCIS.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The brand has allocated roughly $18m toward digital ads YTD.
- YTD data: Since the beginning of 2022, Smirnoff has earned ~2.3b digital impressions via Facebook (50%), Instagram (38%), Twitter (5%), desktop video (3%), desktop display (3%), and mobile display (1%) ads.
- Last year: The brand's estimated full-year 2021 spend reached $22m, 55% more than that of $14.2m in 2020.
- Additional channel insights
- The brand works with celebrity influencers such as Ted Danson and Laverne Cox.
- Its latest work (see video above) plugged its NFL sponsorship and starred actor Anthony Anderson.
- Along with the aforementioned channels, Smirnoff utilizes OOH, print (newspapers), and local broadcast.
- It holds planning conversations in Q3 and buying conversations in Q2.
- The brand works with celebrity influencers such as Ted Danson and Laverne Cox.
Additional agency insights:
- Opportunity: Additional roster shifts could easily follow this one, so get in touch soon to offer brand-specific PR, digital analytics, and/or digital analytics services for the Smirnoff brand.
- Current agency roster:
- McCann NY: Creative AOR
- Confidant: Creative agency partner (at least for the recent campaign project)
- : Media AOR
- : Digital AOR
- : Creative agency partner
- : PR agency partner
Insight Sources: Broadcast insights estimated by Kantar.