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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 | ||||||||||||
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Lauren G. | Associate Director, Integrated Media Planning | NY | ||||||||||||
Sample of Related Brands
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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 |
WinmoEdge
Campaign Imminent: SharkNinja taps media AOR after hiring marketing DM (Score 74)
- 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
- Gen-Z and millennial women
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:
- Opportunity:
- Current agency roster:
- Carat: Media AOR (2023)
- : PR AOR
- : Creative AOR (at least for recent campaign projects)
Insight Sources: Digital spend insights estimated by .