McCann New York | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(646) 865-2000|
|Main Fax||(212) 867-5170|
McCann New York Contacts
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|Sallie M.||Senior Vice President & Chief Diversity Officer - Worldgroup||NY|
|Joe K.||Global Chief Talent Officer||NY|
|Tom M.||Chief Creative Officer||NY|
|Sean B.||Group Creative Officer||NY|
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Campaign Imminent: Chick Fil-A moves creative, media after 22 years with Richards Group
Subject: TV, digital, social media, video, online, mobile, outdoor, sponsorship, adtech, martech
Company: Chick-fil-A, the Atlanta-based fast food chicken concept is the top selling chicken QSR in the U.S., with about $5 billion in sale and 1,900 restaurants in 42 states
Opportunity: It should be no surprise for DV readers that Chick-fil-A, formerly #41 on the Erich & Kallman, which came up with a non-cow campaign.
McCann's first work is expected to launch early next year, which I'm guessing means around the College Football Playoffs based on past buying strategy. Therefore, sellers should start making introductions now to secure new campaign dollars.
Keep in mind that Chick-fil-A has become much more data-driven under Jon Bridges,who was promoted to CMO in January 2015 (research national expansion plans
Media Spend: Chick-fil-A's ad budget is much smaller than other QSR's, but has been on the rise. Kantar Media reports that $54.3 million was spent on measured media in 2015, up from $18.3 million in 2014. Broadcast comprised $37.7 million last year $15.5 million was spent on outdoor. The remainder mostly supported display and radio.
TV Breakdown: During the past 12 months, $33.7 million has supported national TV ads (see targeting right), down from $38.6 million over the same period a year earlier, iSpot.tv reports.
Digital Breakdown: Since January, 106 banners and 51 high impact ads have run on almost 230 publishers (4% mobile), 64% of which was placed site direct versus programmatically. About 15 video ads have run on 54 publishers, 80% of which placed site direct, according to Moat.
Desktop is running mostly on news publishers like usatoday.com, ajc.com and yahoo.com, but video is split more between sports and news. Top targeted sites for video include cbssports.com, maxpreps.com and espn.com.
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Chief Marketing Officer
Vice President, Brand Strategy & Media