Female Gen-Z, Millennial Opps: Steve Madden picks up digital AOR (Score 49)

Sales lead: This will affect the company's digital strategy & may lead to additional agency hires. 

• Steve Madden (SM) picked up January Digital as its digital AOR in October 2023.
• The agency will handle digital strategy development, execution, and investment.
• SM previously worked with January Digital's consulting arm, January Consulting, on media strategy and marketing measurement.

Target demographic: Gen-Z & millennial women

The company will likely:

• Revise digital marketing strategy
• Ramp up digital spend
• Make additional agency changes

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: SM spent around $5.7m on digital display ads YTD, down 22% from $7.3m spent in this channel during the same time period of 2022. 
• YTD data: 815.2m impressions via Facebook (56%), Instagram (33%), YouTube (8%), desktop display (2%), and Twitter (1%). 
• 2021-2022 spend: Full-year spend fell by 45% from $16.3m in 2021 to $9m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitter.com, and newsmax.com. 

Additional channel insights  

• Top podcasts sponsored: The Daily Beans, Back to the Beach with Kristin and Stephen, and What We Said. 

Agency analysis:

• Opportunity: Agency shifts tend to follow one another, so reach out now to see if SM needs any more help. 
• Current roster:
  • Cramer-Krassel: creative