Back to All Agencies

Curiosity Advertising | Agency Profile, Contacts, AOR, Client Relationships




Service: digital

Main Telephone
(513) 744-6000
Primary Address
35 East Seventh Street
Eighth Floor
Cincinnati, OH 45202
USA

Curiosity Advertising Contacts

Contacts (5/12)
Name Title State
Trey H. President & Chief Client Officer OH
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (513) 744-6000
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 35 East Seventh Street
Eighth Floor
Cincinnati, OH
45202
USA

Jeff W. Chief Creative Officer OH
Greg L. Chief Development Officer & Partner OH
Ashley W. Chief Development Officer OH
Matt F. Chief Executive Officer & Chief Creative Officer OH

Client Relationships


Brand Service From To Media Spend
****** ******* Social 2021 present *******
********** **** Creative 2017 present ******
********* Creative, Digital unknown present *
******* ***** *********** Social 2021 present ******
******* *********** Creative 2019 present ******

See Winmo sales intelligence in action

WinmoEdge

Told Ya!, Campaign Imminent: Borden Dairy hires first AOR to increase spend, relaunch brand


Tony Sarsam, CEO of already reported he hired Joe DePetrillo as CMO, effective July. Since then, he brought on former brand manager of Daisy, VJ Chengappa, as senior marketing manager (December) and former executive assistant at PepsiCo, Hillary Weaver, as sales and marketing analyst (October).

Together, this new team has been figuring out how to give Borden's long-established mascot, Elsie the Cow, a modern voice that will appeal to the modern mom. Facebook posts now includes lines like, "More than milk. It's a moment." and "I'm a mom on a mission to bring all moms together to help our kids grow up healthy and strong." 

To assist with the reboot, following an RFP process, Borden tapped Curiosity Advertising as its new AOR. They are Borden's first AOR and will handle all creative, consumer strategy and media. 

Curiosity's first campaign will launch in Q1 2019 and include social and video. Therefore, sellers with high reach among moms via social and video channels should go after dollars. Afterwards, focus on top spending periods Q2 and Q4.

Expect budgets for Borden and Curiosity's new efforts to be high, by the way. Sarsam said Borden would be increasing marketing spend to help compete against Dean, Mayfield, store brands and the growing dairy alternatives market. I imagine most of these increases will go to social and video, as disclosed, along with digital.

iSpot reports Borden stopped running national TV spots last year, and with Borden's new focus on video and social, it seems unlikely the medium will make a return. 

Adbeat reports digital display spend over the last 12 months totaled $46,700 and was placed via Other (55%), Google (29%) and direct buy (8%) onto sites like huffingtonpost.com, brainyquote.com, slate.com, thoughtco.com and local10.com. Ads over the last 24 months totaled $235,7000 and were placed via DataXu (50%), Google (20%) and direct buy (11%) onto sites like topix.com, brianyquote.com, huffingtonpost.com, 10fastfingers.com and freedomdaily.com. 

Keep in mind, though, that Borden's top ad destinations will likely change as it repositions its brand to target the modern, millennial mom. I would especially expect to see a lot of ads run through YouTube.