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Mother NY | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (212) 254-2800
Primary Address
595 11th Avenue
New York,
NY
10036
USA
Mother NY Contacts
Contacts (5/14)
Name | Title | State | ||||||||||||
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Michael R. | Chief Operating Officer | NY | ||||||||||||
Sample of Related Brands
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Oriel D. | Chief Creative Officer | NY | ||||||||||||
Paul M. | Creative Chairman & Founder | NY | ||||||||||||
Charlie M. | Chief Strategy Officer & Partner | NY | ||||||||||||
Peter R. | Partner & Chief Executive Officer | NY |
WinmoEdge
Gen-Z, Millennial Media Opps: Panera Bread begins utilizing influencers to reach a younger audience (Score 32)
Sales lead: Reach out if you can help this chain reach younger consumers more effectively.
- Panera Bread (PB) has recently started experimenting with TikTok influencers.
- It believes this will help it target Gen-Zers & millennials.
- The chain will remain flexible in its paid media approach as younger consumers' habits change frequently.
- PB currently partners with TikTok influencers such as the FRDI show, Chris Olsen, Halley Kate, Rach Sullivan, and Janneh Konneh.
PB's target demographic: Gen-Zers & millennials
The company will likely:
- Continue experimenting with new ad channels
- Invest in additional influencer partnerships
- Seek agency partners that can help it resonate with younger consumers
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: PB spent approximately $16.9m on national TV ads YTD, more than double the $7.6m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend increased by 15% from $41.3m in 2021 to $47.7m in 2022.
- Ad programming: It placed ads during programming such as College Basketball, NFL Football, Law & Order: Special Victims Unit, Good Morning America, and Dateline NBC.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: PB spent nearly $7.3m on digital display ads YTD, an 11% increase from $6.6m spent in this channel during the same time period of 2022.
- YTD data: 656.3m impressions via YouTube (63%), Facebook (31%), Instagram (4%), desktop video (2%), and desktop display (1%).
- 2021-2022 spend: Full-year spend increased by 20% from $36.9m in 2021 to $44.3m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitch.tv, and today.com. It placed 1% of these ads indirectly through Display & Video 360 onto sites such as espn.com, yahoo.com, theprimarymarket.com, investing.com, and ebay.com.
Additional channel insights
- Vivvix: PB also invests in OOH.
- Top podcasts sponsored: The Herd with Colin Cowherd.
Agency analysis:
- Opportunity: Those of you that can help PB reach Gen-Zers & millennials will have the best chance of winning some of its business.
- Current roster:
- Sloane & Company: PR AOR
- Mother NY: creative & social AOR
- Spark Foundry: media buying & planning
Insight Sources: Broadcast insights estimated by Podchaser.