72andSunny | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(310) 215-9009|
|Main Fax||(310) 215-9012|
|John B.||Co-Founder & Chief Executive Officer||CA|
Sample of Associated Brands
|Jason N.||Partner & Executive Creative Director||CA|
|Bryan R.||Partner & Executive Creative Director||CA|
|Matt J.||Partner & Chief Strategy Officer||CA|
|** ******||AOR - creative||unknown||present||*|
|********** **********, ***.||creative||unknown||present||*******|
|********** **********, ***.||Digital||unknown||present||*******|
|****** *******, ***.||creative||2015||present||********|
|******* ***, ***.||AOR - creative||unknown||present||*|
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Campaigns Imminent: General Mills selects new creative agency leads
Subject: digital, social media, print, OOH, TV
Company: General Mills
Update (11/1): The CPG giant, formerly No. 12 in the you get an agency and you get an agency! This review is for the totality of General Mills' US retail business, including cereal, yogurt, meals, snacks and baking products. Read more about the review below, and reach out to possibly get in on the second part of the review.
Sellers - be on the lookout for campaigns across GM's entire portfolio as we move into 2017. This is particularly true for its yogurt business, a category that has received heightened spend in the last year (more here).
GM's creative review comes after it moved media to here).
Below published 9/1
Opportunity: At the end of July, GM initiated a creative review (more here). Joanne Davis Consulting is supporting the review, which includes creative, production and content work for all of its US retail brands. Since the first rule of Review Club is "don't listen to what DMs say about Review Club," it should come as no surprise that the review is not closed, as was previously intimated.
In fact, AdAge reports non-roster shops are participating in the review, such as Deutsch and Mother. They join incumbents 72andSunny, McCann and a "holding company solution from Publicis Groupe" rather than Saatchi in the second round. The shops moving on will now participate in workshops over the next five weeks, so an announcement could be made shortly after that (for those without a calendar handy, five weeks from today is the first full week of October). Chief creative officer Michael Fanuele noted that the company hopes to have a new creative agency before we (the US) have a new president.
Simonds summoned her best robot impression and told AdAge: "I do not find joy in change for change's sake." She added the review is intended to find "one core agency" to handle the bulk of GM's creative work and ensure the company's creative excellence is as "robust, modern and relevant as it can be."
In what Simonds said "feels like a first" in the industry, GM is requiring a certain amount of diversity from its new creative partner. Specifically, GM requests that potential partners have at least 50% female and 20% minority presence (no wooden ships though?) in not just the agency, but specifically its creative department.
GM's creative review comes after it moved media to here).
Q4 Earnings Call: During June's Q4 earnings call, Ken Powell mentioned that GM's US cereal category improved "considerably" since 2015. He credited effective marketing investment and strong renovation for the recent successes. The past year''s cereal marketing included the launch of gluten-free Cheerio's and newly-renovated cereals including Trix, Golden Grams and Reese's Puffs.
However, Powell also mentioned that marketing and innovation efforts "underperformed" for its US yogurt business. He pointed out that GM remains "very committed to winning" in this category.
Given the lowered sales forecast for fiscal 2017, executives noted that advertising spend in aggregate will be "down a little bit." GM has "focused" its advertising spend and "it will obviously grow in the areas that [GM] thinks have the highest returns and the highest possibilities for growth."
Read more about WinmoEdge's take on General Mills here.
Media Spend: According to Kantar Media, GM spent $705.2 million on measured media in 2015. The top three brands (by spend) were Pillsbury.
National TV Spend: Data is provided by iSpot
Yoplait: The yogurt brand has spent $68.5 million on national TV ads this year - up from $56 million for the same period last year. Yoplait's ad flights have been highest throughout Q1 and in July/August this year. See chart for 2016 show targeting (by spend).
Cheerios: Has spent $71.9 million on 17 national TV this year. Note that Cheerios' ad presence is consistent all year, with a slight dip in late May. For the same period last year, the cereal giant spent only $38.9 million on TV ads - meaning spend has almost doubled this year as part of GM's renovation of its Big G cereal brands (more
Pillsbury: So far in 2016, Pillsbury has spent $14.5 million on 11 national TV spots. Unlike the brands above, Pillsbury's ads have not run all year; instead flights were deployed through Q1 and picked back up in August. See chart for 2016 show targeting by spend.
For the same period 2015, Pillsbury spent $17.9 million - making it the only of the three brands to decrease TV spend in 2016.
Digital Breakdown: Data is provided by Pathmatics
Yoplait: Has spent $618,000 on 70 desktop ads this year (76.9 impressions). 2016 desktop presence peaked in late February and has all but halted since late May. Almost all desktop ads (98%) were placed site direct on publishers such as walmart.com, avclub.com, amazon.com and clickhole.com. Mobile spend for 2016 is $69,000 for 30 ads (16.7 million impressions).
Note that video spend far outpaces desktop and mobile - $3.4 million has been spent on 12 ads, amassing 248.9 impressions. While a few of these impressions were gathered in May, majority were from the late June video ad flight. Unlike desktop ads, 98% of Yoplait's video ads were placed through Amazon's ad network (rather than site direct). Top ad destinations included: amazon.com, imdb.com, hulu.com, nbcnew.com and accuweather.com.
Cheerios: GM has poured much of its digital budget behind Cheerios this year. So far, $70.9 million has been spent on 65 video ads, resulting in 5.4 billion (with a "b") impressions this year. Note that Cheerios video ads have only been running since mid-March this year. Majority of these ads are placed through Amazon's ad network (96%), while the other 4% is split between site direct placement and the AppNexus exchange. Top ad destinations include: amazon.com, imdb.com, myrecipes.com and MSN Homepage.
Desktop spend totals $1.1 million this year, with 62 ads garnering 145.9 million impressions. Cheerios has also spent $219,000 on 36 mobile ads (47.8 million impressions).
Pillsbury: As with its aforementioned sister brands, most of Pillsbury's digital spend is allocated to video ads. The brand has spent $12.2 million on 43 video ads this year, totaling 914.5 million impressions. And while a few spots were run early in the year, Pillsbury's online video presence has taken off this summer. As with Yoplait and cheerios, the majority of these were placed through Amazon on similar sites.
Desktop and mobile spend has totaled $594,000 this year (mostly desktop). So far 32 mobile ads (12.8 million impressions) and 49 desktop ads (71.9 million impressions) have been run.
New Product Launch: GM recently launched its first new cereal brand in 15 years, Tiny Toast (more here).
General Mills, Inc.
Post Office Box 1113
Minneapolis, MN 55440-1113
Senior Vice President & Chief Marketing Officer
Senior Marketing Manager - Cereal Innovations
Marketing Manager – Yoplait Kid & GoGurt