- AFG& is a full-service global marketing communications agency founded in 1972 that is part of the IPG Network - It has 90 employees worldwide and 60 in the US, with billings between $50-100 million and capitalized fees between $25-50 million - AFG& provides various marketing and branding services including branding strategy, creative design, digital and social media, data analytics, direct marketing, media planning and buying, and promotional marketing

1. 10.18.22

3. Founded in 1972
afg& is an autonomous agency within the IPG Network.
A full-service global marketing communications company.
90 employees worldwide, 60 in the U.S.
Billings: $50 - $100 million
Capitalized Fees: $25 - $50 million
We create, design, and develop solutions that foster long-
term
brand equity, drive revenue growth and market share.
Photo credit: Frank Ginsberg

4. “We create, design, and develop CREATIVE
SOLUTIONS that FOSTER LONG TERM brand
EQUITY, drive revenue growth, and market
share.”

7. GLOBALCAPABILITIES
Branding/Communications Strategy
Brand planning
Strategic planning
Co-creation workshops with consumers
Research analysis
Consumer research
Concept development
Semiotic analysis
Brand design
Above- and Below-the-Line Creative
Integrated marketing
B2B marketing communication
Holistic brand development
Sales promotion
Packaging design
Project management
eCommerce/Digital
Social
Community management
Web development, UI/UX
SEO/SEM
CRM
Digital strategy
Planning and implementation
Shopify
Data Analytics
Measuring/reporting
Statistical modeling
Data analysis
Data management
Direct marketing
Direct mail
Digital Media Planning/Buying
Channel planning
Brand optimization modeling
Consumer/market profiling
Media assessment
Brand tracking
Promotional Marketing
Trade materials
Digital promotions
Collateral
Shopper marketing
Retail
Experiential
Product Development
Packaging design
New product innovation
Product positioning
Trend analysis
Portfolio management
Category opportunity mapping
Idea generation

27. Superderivatives: Increasing investor interest.
Situation:
When no one’s there to listen, it doesn’t matter what
you’re saying. SuperDerivatives created the first
professional real time option pricing tool delivered over
over the internet. Through a unique program of
algorithms, it predicted what future fuel prices would
be a year ahead...and at a fraction of the cost of
Bloomberg’s offering. But with extremely low brand
awareness, they needed to find a unique way to reach
their customers. We knew we had to be unique to
stand out among big category players like Bloomberg
and Reuters.
Insight/Big Idea:
The answer was right there in the name itself: Super.
We created stories that uniquely merged our brand
name and our targets’ interests to create truly
memorable communications that both looked and
sounded super.
We also recommended a highly targeted media buy,
which completely put the SuperD business on the map.
Results:
By uncovering their most compelling brand story,
SuperDerivatives experienced an unprecedented lift in
awareness and consideration within a few short months
of airing the campaign. Incoming sales calls rose from
just 4% of incoming traffic to 82% - this dramatic jump
was one of the major contributing factors which
resulted in SuperDerivatives being sold to a major
investor.

28. Charlotte’s Web: Your Best Friend. His Best Self.
Situation:
CBD is an emerging category in CPG, and consumers are still
educating themselves on the benefits and potential risks of using
the product on their pets. This need for knowledge is heightened
given the fact that CBD remains heavily regulated in most states.
Insight/Big Idea:
AFG&’s deep knowledge of the “Pet Parent” and in-depth
understanding of their journey enabled us to identify key barriers
and potential entry points to introduce consumers to Charlotte’s
Web. This allowed us to create an ongoing dialogue on how to
safely manage their pets’ pain, mobility and anxiety issues.
Results:
Our “Your Best Friend. His Best Self” campaign utilized select
digital touchpoints to drive customers to our eCommerce site.
Upon landing on the homepage, customers received customized
content based on their pets’ profiles, recommendations on
products, and support from the online community who regularly
share stories of pet health success.
We also created a strong advocacy program in partnership with
veterinarians and provided them with tools to share with their
patients.

29. Tumi: Every Bag Tells A Story
Situation:
Among those who knew the brand, Tumi enjoyed a cult-like following.
But brand perceptions centered on performance and innovation –
rational, functional benefits. To grow, Tumi needed to broaden their
appeal by shifting perceptions from a performance-driven product to a
fashionable lifestyle brand by establishing an emotional connection with
with the consumer.
Insight/Big Idea:
Tumi advertising targets affluent achievers whose approach to business
travel sets them apart. Always on the move, never satisfied, they thrive
on the pursuit of perpetual challenge. For these growing “globosumers”
whose talents were in demand, traveling for business wasn’t just doing
the job or about earning airline miles. It was about the opportunity to
have premium experiences and immerse themselves in foreign cultures.
This is what set them apart from the mainstream.
The “Dreams” campaign tells visual stories inside Tumi bags that
communicate the richness of experience of those who choose to carry
the brand. The bag became an outward symbol (or badge) of their
attitude towards life and travel.
Results:
As a global campaign, the visual storytelling translated well across
products, media, cultures, and geography. It transcended functional
attributes to create an emotional bond with consumers. Importantly,
“Dreams” aligned Tumi with the new values of luxury. Rather than
portray the brand as something expensive or hard to obtain, it
conveyed a sense of substance AND style that rewarded viewers’ ability
to discern quality. In a global U&A study on the heels of the campaign,
Tumi was among the top 5 super premium luggage brands in brand
recall.

30. TheraTears®: A Drop Like No Other™
Situation:
Over 50% Of US adults suffer from dry eye symptoms,
becoming more prevalent with younger adults due to
computer use. As the #3 brand in dry eye, TheraTears®
needed to be disruptive and meaningfully differentiate
itself to persuade OTC eye drop users to switch from their
current drop and try TheraTears® for better/different kind
of dry eye symptom relief .
Insight/Big Idea:
Breaking category conventions, we dug into the brand’s
semiotic meaning to uncover its unique and ownable
attributes: it’s all in the name - “Thera”. The Greek island of
of Thera (present-day Santorini) experienced a world-
changing volcanic eruption over 3500 years ago. The idea
of something small that can change the world is the key
that unlocked our idea. This small drop, infused with 5 vital
electrolytes and a silky-smooth feel is the powerful, healing
healing drop that can change your world.
Results:
The campaign launched in July 2022 and while results are
pending, the initial data coming in is very positive. Also,
ASI testing results were extremely strong. The creative
achieved a Copy Effect Index of 151, and a Purchase Intent
of 177, far exceeding the benchmarks of 70-130.
FSI
Website
Video

31. Neil,
thank you for reviewing a little more about afg&.
I’d very much enjoy continuing the conversation
with you.
I am available:
October 19th, 9am - 12pm
October 20th, 12pm - 2pm
October 25th, 3pm - 6pm
all the best,
Frank