Spark Foundry | Agency Profile, Contacts, AOR, Client Relationships
Service: full service, media specialty
|Main Telephone||(312) 970-8400|
|Main Fax||(312) 970-8409|
Spark Foundry Contacts
|John M.||Chief Investment Officer||IL|
Sample of Associated Brands
|Eric L.||Executive Vice President & Chief Content Officer||IL|
|Chris B.||Global President & U.S. Chief Executive Officer||IL|
|Andrea P.||Chief Strategy Officer||IL|
|Brent L.||Executive Vice President & Managing Director, Business Development||IL|
|******, ***.||media buying & planning||2013||present||********|
|*** ******** ***********||AOR - media buying & planning||2013||present||********|
|******||AOR - media buying & planning||2014||present||*****|
|*******'* **** ******** & **********||Media Buying, Media Planning||2016||present||********|
|******** ****||Media Buying, Media Planning||2017||present||*******|
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Score 70 - Account in Jeopardy: Post Consumer Brands promotes CMO
Additionally, Post consolidated much of its creative, PR and brand strategy work with Spark Foundry (formerly Mediavest | Spark) handles media buying and planning across Post's portfolio, and since this relationship is over average AOR tenure (2.5-3 years) it is the most likely to review first,
Sellers - you can get a brand spend breakdown here. Generally, spend has been up and down for Post, and it varies by brand. For example, Pebbles TV spend is up, but dispay spend has decreased in 2017; Malt-o-Meal, by contrast, has increased display spend while decreasing TV spend.
Read more about the recent account shift at Post below.
Below was originally published on 8/7:
Public Works (PW; Minneapolis) as its new AOR. This is more of a consolidation for Post, as Public Works already works with some of their other brands, including Pebbles, Honeycomb, Malt-O-Meal and Great Grains.
Not much is known about the exact scope of work, but given PW's work on other Post brands, it will likely include social media, online video content and digital promotions, as well as creative, PR and brand strategy. For Pebbles, PW created a new digital strategy and the "Yabba Dabba Do!" campaign in order to increase brand engagement, so it could do similar work for HBO.
During Post's Q2 earnings call in May, CEO Robert Vitale mentioned that, while advertising spend was "stepped up considerably," it has been brought back down to a "more normalized level" in 2017 (more below). Having said that, HBO does receive the bulk of Post's marketing spend ($47.1 million of Post's $64.2 million it spent on measured media last year, per Kantar Data). Therefore, be on the lookout for a new campaign to launch soon. Sellers should also look for dollars with other Post brands, such as its active nutrition segment (more here).
Last fall, Post named LatinWorks as Hispanic AOR, saying at the time that the Hispanic market was a priority moving forward. Additionally, Melissa Saldana-Chase, senior associate marketing manager (who has since left the company), said that HBO was the #1 ready-to-eat cereal brand among Hispanics, so look for additionally dollars to be allocated to targeting this demographic.
According to Winmo, Publicis's Spark Foundry (formerly Mediavest Spark) handles media buying and planning across Post's portfolio. The agency has handled this account for some time now, and media reviews tend to follow creative (and vice versa), so it could come up for review in the next year.
Digital Breakdown: HBO's digital display spend so far this year is $64,000 (2.1 million impressions). All of these ads have been online videos and were placed site direct, Pathmatics reports. Top ad destinations include telemundo.com, univision.com and whatculture.com. This is a large drop from the same period last year, when HBO spent $959,000 on digital display ads; full 2016 spend was $1.4 million (77.3 million impressions).
Post Consumer Brands
20802 Kensington Blvd.
Lakeville, MN 55044
Chief Marketing Officer
Vice President, Brand Management
Director, Integrated Marketing Communications & Shopper Marketing
Business Lead - Public Works