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Carat | Agency Profile, Contacts, AOR, Client Relationships




Service: media

Main Telephone
(212)-591-9100
Primary Address
150 East 42nd Street
New York, NY 10017
USA

Carat Contacts

Contacts (5/141)
Name Title State
Lauren G. Associate Director, Integrated Media Planning NY
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (212)-591-9100
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 150 East 42nd Street

New York, NY
10017
USA

Michael L. Chief Executive Officer NY
Diana B. Chief Media Officer NY
Christine P. Client Manager & Partner NY
Anna E. Associate Director, Integrated Planning NY

Client Relationships


Brand Service From To Media Spend
*.*. Media Buying, Media Planning *
******* Media Buying, Media Planning ******
*** *** ******* Media Buying, Media Planning, Digital ******
***.*** Media Buying, Media Planning *****
****** Media Planning, Media Buying ****

See Winmo sales intelligence in action

WinmoEdge

Campaign Imminent: SharkNinja taps media AOR after hiring marketing DM (Score 74)


Sales Lead: 

  • Carat will officially begin work in April 2023.
  • I predicted agency reviews would follow SharkNinja's December 2022 appointment of global creative SVP Victoria Azarian.
  • This shift replaces UM, SharkNinja's incumbent media AOR of five years.
  • According to commercial strategy, planning, and analytics SVP Ashley Eckerlin, SharkNinja is working to deviate from marketing at a 20k foot level.
    • Reportedly, Eckerlin and her team will be able to work with Carat's Merkury audience segmentation tool to reach potential customers on a 1-1 level.
  • The company will likely:
    • Shift its strategy
    • Launch a new campaign
    • Continue pursuing celebrity influencer opportunities (more here)
    • Return to heavier ad spend
    • Conduct additional agency reviews
  • Target demographic
    • Gen-Z and millennial women
      • Especially moms and household decision-makers in general

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: SharkNinja has spent roughly $1.1m on digital ads YTD, down 31% from the roughly $1.6m spent by this point last year.
    • YTD data: So far in 2023, the company has earned ~140.4m digital impressions, 81% via Facebook ads, 14% via Instagram ads, and 5% via YouTube ads.
    • Last year: In 2022, SharkNinja's approximate full-year spend increased slightly (2%) to $16.1m from that of $15.8m in 2021.
  • Additional channel insights  
    • The company utilizes digital and local broadcast.
    • SharkNinja additionally invests in both long-form and short-form DRTV.
      • It has very highly concentrated network TV coverage, and it's unlikely it will launch a new campaign soon.

Additional agency insights:

Insight Sources: Digital spend insights estimated by .