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22squared Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (813) 202-1200
Primary Address
100 North Tampa Street
Suite 2500
Tampa,
FL
33602
USA
22squared Inc. Contacts
Contacts (5/26)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Marco M. | Creative Director | FL | ||||||||||||
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| Jessica L. | Supervisor, Media Buying | FL | ||||||||||||
| Annie F. | Associate Director, Media Buying | FL | ||||||||||||
| Mackenzie C. | Associate Media Director | FL | ||||||||||||
| Jason R. | Creative Director | FL | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Home Depot promotes marketing VPs amid significant spend increases (Score 64)
Sales Lead: Melanie Babcock became the Retail Media+ and monetization VP at
- Babcock joined the company in December 2013 and was most recently its integrated media VP.
- She will now focus on providing improved supplier experiences and driving new sources of ad revenue, sales, and profitability.
- She helped launch HD's Retail Media+ in 2019 and will continue working to support the platform.
- Allison Kolber succeeded Babcock as HD's integrated media VP, effective March 2023, after having served as the company's senior media channels director.
- The company will likely:
- Target demographic:
- Gen-Z, millennial, and Gen-X consumers
- Especially female DIY-ers
- Male contractors
- Gen-Z, millennial, and Gen-X consumers
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, HD has spent approximately $33.5m on national TV commercials, 31% more than the approximately $25.5m spent within the same 2022 timeframe.
- Last year: In 2022, the company spent around $146.2m on this channel, down 10% from when it spent around $162.6m in 2021.
- 2023 ad programming: HD's 2023 commercials have unsurprisingly targeted male sports enthusiasts watching shows such as NFL Football, College Football, NBA Basketball, Family Feud, and My Lottery Dream Home.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The retailer has allocated roughly $73m toward digital ads YTD, almost double the roughly $40.1m allocated by this point last year.
- YTD data: Since the beginning of 2023, HD has earned ~9.6b digital impressions via Facebook (72%), Instagram (23%), desktop display (3%), and YouTube (2%) ads.
- Last year: In 2022, the company's estimated full-year spend increased by 24% to $239.1m from that of $192.8m in 2021.
- Additional channel insights
- The company utilizes print, OOH, radio, local broadcast, digital, Google Ads, Facebook, Instagram, Twitter, TikTok (though barely), and online video (primarily via Youtube IOS and Youtube.com) ads.
- HD sponsors podcasts such as The Glenn Beck Program, NPR News Now, Conan O'Brien Needs A Friend, the Adam Carolla Show, and The Jordan B. Peterson Podcast.
Additional agency insights:
- Opportunity: If you haven't yet done so, reach out soon to get on the radar of Molly Battin, who became HD's SVP and CMO in October 2022.
- Current agency roster:
Insight Sources: Broadcast insights estimated by .