Ad Age is reporting that Etsy has sent out proposals for its creative advertising business, with a decision said to be imminent.
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While Etsy confirmed to Ad Age it was reviewing its advertising business, it’s unclear if that means they are replacing 72andSunny or exploring additional proposals.
“We are reviewing our current creative advertising account and will have news to share soon,” Etsy said in a statement to Ad Age. “We are proud of all the successful work we have partnered with 72andSunny to create.”
Furthermore, it’s also not certain whether 72andSunny was the primary agency for Etsy. But since 2020, the creative agency has been accountable for most of the company’s key brand campaigns, including:
- Olympics Campaign in 2021
- 2021 Holiday Season Campaign for U.S., UK, and Germany
- 2022 Holiday Season Campaign for U.S., UK, and Germany
According to Etsy’s latest annual report, the company spent $581 million in 2022, $559 million in 2021, and $442 million in 2020 on worldwide marketing expenses.
While the TV and Video advertisements only represent a portion of the overall marketing expenditure, it demonstrates the significant investment that Etsy has made in promoting the Etsy brand globally.
The company has been offsetting its marketing expenditures with another fee increase in 2022, angering many sellers. Still, despite the blowback, Etsy has managed to outperform other marketplaces in maintaining much of its pandemic bump.
There is no doubt that 72andSunny’s creative branding ads have played a part in that success.
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