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Contacts (5)
Name | Title | State | ||||||||||||
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Mike D. | Chief Executive Officer | NY | ||||||||||||
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Deanna S. | Group Strategy Director | NY | ||||||||||||
Savannah H. | Director, People & Internal Communications | NY | ||||||||||||
AJ M. | Community Manager | NY | ||||||||||||
Adam W. | Managing Director | NY |
WinmoEdge
Gen-X Opps: Snap promotes top marketer as national TV spend skyrockets (Score 69)
- Snap brought DeCourcy out of retirement about a year ago when it named her as its first-ever chief creative officer.
- Since her hire, DeCourcy has been credited with building out the company's creative marketing capacities and launching new creative campaigns.
- She succeeds Kenneth (Kenny) Mitchell, who just departed after having served as Snap's CMO for four years.
- Mitchell joined Snap as its first CMO in June 2019.
- The company will likely:
- Shift strategy
- Keep increasing TV spend
- Return to higher spend
- Seek new agency partners
- Target demographic:
- Gen-X
- Snap is pretty well-established among Gen-Z and millennials, so the company seems to be bolstering national TV spend in order to reach Gen-X.
- Gen-X
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Snap has spent approximately $18.5m on national TV commercials YTD, more than 4x the approximately $3.8m spent in all of 2022.
- Last year: The company spent about $3.8m on this channel last year after having spent a mere fraction of this, about $77k, in 2021.
- 2023 ad programming: Snap's 2023 commercials have targeted the male-skewed audience of shows such as NFL Football, The Oscars, NBA Basketball, College Basketball, and True Blood.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the company has allocated roughly $659.1k toward digital ads, only half of the roughly $1.5m allocated within the same 2022 timeframe.
- YTD data: Snap has earned ~77.3m digital impressions YTD via desktop display (33%), Instagram (25%(, Facebook (17%), YouTube (15%), and mobile display (10%) ads.
- The company has placed this year's desktop display ads site direct onto dexerto.com.
- Last year: In 2022, Snap's estimated full-year spend decreased by 21% to $6.9m from that of $8.7m in 2021.
- Additional channel insights
- The company utilizes OOH, local broadcast, digital, print, YouTube, and Twitter ads.
Additional agency insights:
- Opportunity: Newly hired CMOs often conduct agency reviews, so reach out soon to remain top-of-mind.
- Current agency roster:
- In-House: Media
- In-House: Creative
- : Media AOR
- : Social AOR
- : Social agency partner
Insight Sources: Broadcast insights estimated by .