TBWA \ Chiat \ Day | Agency Profile, Contacts, AOR, Client Relationships

• "Welcome to the MRNAage" was made by creative studio .
• The company's mRNA technology is changing clinical disease research methodologies, not to mention the speed at which treatments can be tested and brought to market.
• This is part of an effort to raise awareness of the initiatives Moderna is making efforts apart from its Covid vaccine franchise by promoting other things such as the potential of its scientific endeavors.
  • The company is working to reposition itself away from Covid due to President Biden's recently signed measure that ended the coronavirus public health emergency in the US.
• ​​​​​​​The company will likely:
  • ​​​​​​​CBO Kate Cronin said the company will launch more work in the upcoming weeks and months.
  • Keep increasing TV spend
  • Return to higher digital spend
• Target demographic: 
  • ​​​​​​​Millennials and Gen-X

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Moderna has allocated approximately $2.5k on national TV commercials; by this point last year, it had not yet utilized this channel.
  • Last year: In 2022, the company's estimated full-year spend skyrocketed to $2.6m from that of $40k in 2021.
  • 2023 ad programming: Moderna's 2023 commercials have targeted viewers of Squawk Box and Closing Bell.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent approximately $283.6k on digital ads YTD, less than a third of the approximately $906.4k spent within the same 2022 timeframe.
  • YTD data: Since the beginning of 2023, Moderna has earned ~25.2m digital impressions via desktop display (49%), Instagram (33%), Facebook (14%), mobile display (3%), and YouTube (1%) ads.
    • ​​​​​​​The company has placed this year's desktop display ads site direct onto theatlantic.com.
  • Last year: Moderna spent roughly $5.5m on this channel last year, almost 4x the roughly $1.5m spent in 2021.  
• Additional channel insights  
  • The company utilizes TikTok and online video (via Youtube Android and Youtube.com) ads.
  • Moderna sponsors podcasts such as The Charlie Kirk Show and The Ringer-Verse.

Additional agency insights:

• Opportunity: If you haven't yet done so, get in touch soon to offer media and/or digital analytics services.
  • ​​​​​​​We still haven't heard of any additional roster shifts following Moderna's 's Dxtra.
• Current agency roster:
  • TBWA \ Chiat \ Day. NY: Global creative AOR
  • ​​​​​​​​​​​​​​Psyop: Creative agency partner (at least for this campaign project)
  • Dxtra (IPG): PR and creative AOR (June 2022)
  • : Media AOR

Insight Sources: Broadcast insights estimated by .