When Bark, the company behind the dog-treat subscription service BarkBox, sought to cut its Facebook spending and launch its first TV spot last November, it faced a quandary. Although BarkBox does all its creative in-house, it didn’t have the expertise to do national media buys in a brand-new channel like TV.
So it turned to an ad agency. Bark isn’t alone.
Direct-to-consumer companies that were born online and long relied on digital marketing, especially Facebook, are hiring ad agencies as they seek to reach wider audiences with other media types. “You’ll see a rush toward agencies,” said Jay Livingston, CMO of Bark, which is using Havas Edge, the performance marketing arm of Havas, for its TV buying and planning.
“To put an integrated campaign out there and buy across media, it’s complex and expensive. Most [direct-to-consumer companies] cannot do that internally.
Agencies help you with that.” Like Bark, many DTC companies will keep handling their digital marketing themselves. When it comes to traditional channels like TV, radio, print and out of home, they’re using agencies for media-buying, creative or both. Read more from digiday.com…
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