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Service: interactive

Main Telephone (212) 946-4000
Main Fax (212) 946-4010
Primary Address
450 West 33rd Street
12th Floor
New York, NY 10001
USA

R/GA Contacts

Contacts (5/77)
Name Title State
Bob G. Chairman, Chief Executive Officer & Founder NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 946-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 450 West 33rd Street
12th Floor
New York, NY
10001
USA

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

Client Relationships


Brand Service From To Media Spend
******** ***** **********, ***. digital 2009 present *******
****** AOR - social 2014 present *
******** ********** AOR - social 2014 present *
******, ***. digital 2009 present ********
******* Creative 2017 present ******

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WinmoEdge

Digital, TV Opps: Chobani names first chief creative officer, launches Olympics marketing


Subject: digital, social media, TV, sponsorship

Company: Chobani

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. 

Additional Information

National TV Spend: According to

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).

Chobani
147 State Hwy. 320
Norwich, NY 13815
(607) 847-6181

Peter McGuinness
Chief Marketing & Brand Officer
(607) 847-6181
peter.mcguinness@chobani.com