Campaign Imminent: MetroNet taps creative AOR after tapping new CMO

Just months after a CMO hire, fiber-optic tech company MetroNet named The Richards Group as AOR to handle creative advertising strategy, digital and social strategy, and all media buying and planning. The agency will also work to refresh MetroNet's whole brand look and feel. 

As I briefly mentioned, the company also had a major leadership change recently; in August, Jerry Dow joined as EVP and CMO. Dow was most recently an advisor at Atlas Digital Group and a mentor, advisor and judge at Stadia Ventures. As you can tell, his appointment has already led to a major roster shift. I expect spend will pick back up under his leadership.

Additionally, in April, MetroNet raised a private equity round.

According to Pathmatics, MetroNet has spent roughly $47.6k on digital ads YTD, a huge decline from the roughly $217.7k it had spent by this point last year. The company's estimated full-year 2020 spend jumped almost exponentially to $227k from that of $25.5k in 2019. So far this year, MetroNet has earned around 6.3m digital impressions via desktop display (65%) and mobile display (35%) ads placed onto site destinations such as jconline.com (36%), wlfi.com, qctimes.com, lex18.com and yahoo.com.

As I briefly mentioned, the company will hopefully start investing more in advertising under its new CMO. Right now, it seems to be primarily targeting older millennials and young Gen-X, but that may also change under CMO Dow's guidance. I suggest sellers able to offer relevant ad space get in touch sooner rather than later to secure last-minute ad dollars related to upcoming campaign launches from MetroNet's new AOR.

Agency & martech readers - The company's AOR work seems tied up, but you may have a shot at project-based work down the road.