R/GA | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||(212) 946-4000|
|Main Fax||(212) 946-4010|
|Bob G.||Chairman, Chief Executive Officer & Founder||NY|
Sample of Associated Brands
|Barry W.||Global Chief Strategy Officer||NY|
|Stephen P.||Global Chief Operating Officer||NY|
|Chris C.||Executive Vice President & Global Chief Design & Innovation Officer||NY|
|Nick L.||Vice Chairman & Global Chief Creative Officer||NY|
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Digital, TV Opps: Chobani names first chief creative officer, launches Olympics marketing
Subject: digital, social media, TV, sponsorship
Opportunity: Named Leland Maschmeyer as its first chief creative officer. Reporting to CMO Peter McGuiness, he will oversee all creative work for Chobani. This does not mean, however, that Chobani will stop working with outside agencies, but rather will "strike a balance between in-house and outside work." Maschmeyer will oversee everything from TV spots to social posts and will also work with McGuiness to build open and existing platforms for Chobani.
Last year, Chobani pulled much of its creative work in-house and basically abandoned the AOR model, opting instead to use agency partners on a project-basis (more Opperman Weiss on its Olympics marketing, which is one of Chobani's largest campaigns to date. "No Bad Stuff" features TV spots, new packaging, social and digital efforts, and more. Read more about the campaign below.
Health and lifestyle sellers, particularly those that target fitness and athletic demographics, should have a leg up here. Chobani has increased its TV and digital presence this year, so expect this trend to continue into 2017. Agency readers, since Chobani has abandoned the AOR model, there is certainly potential for project-based work with the brand.
Currently, Momentum is on shopper marketing.
Note that 2016's national TV spots ran from January through May, with the new push picking up in mid-July. However, for 2015, Chobani did not air national TV spots until mid-May. For full 2015, Chobani spent $23.6 million on spots that aired through October.
See chart for Chobani's 2016 show targeting (by spend).
Digital Breakdown: Moat reports that Chobani has run 137 display ads on 977 publishers so far this year (2% mobile). Top ad destinations include realsimple.com, refinery29.com, tv.com, fansided.com, soapoperadigest.com (53% placed site direct versus programmatically). The brand has also run 38 high impact ads and six video ads this year (<1% of the video ads were placed site direct).
For the same period in 2015, Chobani ran 67 display, 85 high impact and 13 video ads on 264 publishers (19% mobile; 78% placed site direct).
147 State Hwy. 320
Norwich, NY 13815
Chief Marketing & Brand Officer