Campaign Imminent: Frye taps new media AOR following major leadership shifts (Score 66)
Sales Lead: Tinuiti just became the performance media AOR for Frye Footwear.
- The agency will now oversee Frye's client growth, affiliate, growth media, analytics, and SEO.
- Tinuiti's strategy will particularly focus on accelerating Frye's omnichannel performance with special attention to refined tracking and measurement strategy via GA4.
- The company will likely:
- Launch a new campaign
- Keep increasing spend
- Conduct additional agency reviews
- Target demographic:
- Gen-Z and millennials
Recent leadership shifts:
- This announcement comes not long after Frye named a seasoned marketer, Jeremy Cornfeldt, as its president in March 2023.
- Cornfeldt joined from Brainlabs, where he was the US CEO.
- Frye's parent company, Authentic Brands Group, also named Dee Heffernan as its fractional CMO in October 2022.
- Heffernan previously led product marketing at the American Society of Plastic Surgeons.
Additional spending insights:
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Frye has spent roughly $100.6k on digital ads, almost double the roughly $55.2k spent within the same 2022 timeframe.
- YTD data: The brand has earned ~13.4m digital impressions YTD via Facebook (61%), Instagram (37%), desktop display (1%), and mobile display (1%) ads.
- Last year: Frye ended up spending approximately $243.2k on this channel in 2022, 11% more than the approximately $219.3k spent in 2021.
- Additional channel insights
- Frye utilizes digital ads and Google Ads.
- The rand holds planning conversations in Q1 and buying conversations in Q4.
Additional agency insights:
- Opportunity: Since agency reviews often follow one another, especially following top marketing appointments, get in touch soon to offer PR, creative, digital analytics, social media management, experiential, influencer, and/or multicultural services.
- Current agency roster:
- Tinuiti: Performance media AOR (April 2023)
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.