Overview

Company Summary

22squared is an award-winning, independent, full-service agency made up of over 300 curious and passionate folks across the US who are committed to making our clients Impossible to Ignore. Our strategic approach is grounded in going beyond “what is” to get to a powerful “what if?” - a clear North Star for the brand and the work that allows us to push beyond the obvious and drive tangible business results. Throughout our 100 year history we have built successful long-standing partnerships with iconic brands including Baskin-Robbins, Publix Super Markets, Southeast Toyota Distributors, Amazon Studios, AdventHealth, Smithfield, and the NAACP among others. For more information about 22Squared, please visit www.22Squared.com or follow us on Instagram @22squared and LinkedIn.

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Staff

Total Number of Employees

Office Employees: 201-500
Total US: 201-500
Total Worldwide: 0-50

Erica Hoholick
CEO
Erica was recently promoted to Chief Executive Officer of 22Squared just one year after assuming the role of President and COO. She joined the agency as Chief Client Officer in 2020. During her tenure Erica has successfully led 22’s rapid national growth and expansion, effectively transforming the 100 year old agency through the addition of top tier talent from across the country and over 15 new clients. Prior to joining 22Squared, Erica held senior leadership positions at some of the industry's top global networks including TBWA/Media Arts Lab leading the Apple global agency network, Ogilvy and Mather, TBWA\Chiat\Day LA, and Saatchi & Saatchi. Throughout her 20+ year career Erica’s highly strategic and creative leadership has been recognized by the industry’s most prestigious awards garnering numerous One Show, Clio, D&AD, Effie and Cannes Lions awards including the coveted Titanium Grand Prix.

Christine Prins
Chief Marketing Officer
Christine joined 22squared in March 2022 from Saatchi & Saatchi where she held the CMO post leading all growth, marketing, PR and communications for the agency since 2014. During her tenure she played a key role in the evolution and momentum of the agency helping to instill a growth mindset across the organization. Throughout her career Christine has helped fuel agency growth by building strong and efficient teams and practices. Her efforts have been critical to attracting marquis clients across categories including Automotive, Financial Services, Luxury, Retail, Travel and Hospitality, Technology and Electronics, Apparel and CPG among many others

Shobha Sairam
Chief Strategy Officer
Shobha serves as the Chief Strategy Officer of 22squared. She joined the agency in 2021 from The Community, where she oversaw global work for Amazon, Samsung Global, Mondelez, Constellation Brands, Bank of America and Verizon, to name a few. While there, she helped develop a proprietary tool that pushes past traditional and outdated segmentation built around race, ethnicity, and gender by dimensionalizing consumers through how they themselves self-identify, ultimately allowing for the creation of hyper-relevant creative in near real time. She has lived and worked in three different countries which brings a unique global perspective to the agency and its work.

Emilee Weaver
Chief Financial Officer
As a Certified Public Accountant with both Public Accounting and agency experience, Emilee has spent the past 18+ years managing all aspects of finance and accounting operations. She is a trusted adviser to senior leadership, helping the agency achieve its growth goals with intention and financial health in mind. She thrives working in a creative work environment, and has deep experience in Contracting, Risk Management, Asset Management, Supplier Relationships. She continues to drive agency operations forward, focusing on building mutually beneficial working relationships with 22’s clients and an environment of continuous improvement.

Akash Sen
Executive Director of Talent
Akash joined 22squared in 2021 from Publicis North America, where he was SVP, Talent across both Saatchi & Saatchi and Publicis New York. During his 10 years at Publicis Groupe, he played a key role in supporting talent through organizational transformation and delivering on the strategic human resource needs of these global creative agencies. Further, Akash was also a member of Publicis Groupe’s Talent Engagement and Inclusion council and was instrumental in leading Saatchi & Saatchi to be recognized as one of the Best Places to Work for LGBTQ Equality by the Human Rights Campaign for five consecutive years. In his current role, Akash leads the strategic management of talent operations and people experience including talent acquisition and retention, learning and development, performance management, succession planning, as well as driving collaboration and inclusion.

Jamie Rubin
Executive Director of Media
Jamie joined 22Squared in 2022 from Campbell Ewald where was Managing Director of Media for the last 7 years, overseeing Planning, Investment, Analytics and Research. During his time there he successfully built a modern media practice, attracting outstanding talent to deliver effective solutions for clients and expand the client base. Throughout his career Jamie’s highly collaborative approach has built incredible trust with clients and led to impactful business driving results. Jamie firmly believes the best work happens when strategy, creative and media are the best of friends.

Amanda Ferber
Chief Operating Officer
Amanda became Chief Operating Officer in February 2022, after having spent the bulk of her 20+ year career in account management working on some of the world’s largest brands, including Toyota, MasterCard, Coca-Cola and Wendy’s. Her exceptional leadership, brand-building expertise, passion for creative and strong organizational skill led to her being appointed Director of Creative Operations in 2016 where she provided the fuel and focus needed for achieving the department’s operational objectives, while also supporting the agency’s creative vision, big-picture goals and high standards for work. Since then, Amanda has held several positions within the agency including Managing Director and Executive Director of Operations, where she helped further refine agency operations end-to-end, including workflow, staffing, and overall productivity. With a goal of ‘quicker, better, smarter’, Amanda is the calm in the storm, a masterful problem solver, and the ultimate advocate for our work and our people.

Scott Sheinberg
EVP/Tampa General Manager
Scott has been with the agency since 2000 and brings a unique history of leadership and creativity to the team. He began his career as a copywriter with Benito Advertising, later joined Earle Palmer Brown, and then took on the Executive Creative Director role at Henderson Advertising. After that, Scott was named Chief Creative Officer at 22Squared where he received a number of awards and accolades. In 2014 Scott was appointed GM of our Tampa office. In this role, he leads the Tampa office and plays a key role developing and recruiting talent, nurturing the culture and building successful client relationships.

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Clients and Brands

Client & Brands	Start Date
Ad Council Ad Council	12-01-2016
Columbia Care	10-01-2019
Amazon Prime Video Amazon Prime Video	07-12-2020
CDC Foundation	03-01-2021
NAACP Atlanta	01-01-2020
Publix Super Markets Publix Super Markets	01-01-1989
Edelman Financial Engines	03-01-2021
Advent Health Adventist Health System	10-01-2016
Baskin-Robbins Baskin-Robbins	02-01-2010
Southeast Toyota Distributors Southeast Toyota Distributors	01-01-2000

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Billings & Revenue

Billing / Revenue Ranges	Number of Clients
Billing < $1M and/or Agency Revenue < $200K	1
Billing > $5M and < $10M	8
Billing < $10M and < $25M	6
Billing > $25M	2

Total Gross Media Placed by this Office
$301-500 Million

Allocation Percent of Media Placed by this Office
Local Broadcast: 37%
National Broadcast: 3%
Digital: 52%
Print: 7%
Out of Home: 1%

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Types of Services

Service Offering	Revenue
Advertising - General Market/ Traditional	23
Health Care	16
Media Buying	15
Media Planning	10
Digital/Interactive | Mobile and Wireless	10
Marketing Data Analytics	10
Design	5
Digital/Interactive | Search Engine Marketing	3
Brand Consulting	2
Other	2
Digital/Interactive | Blogging Discussion Forums, Community Building	2
Business-to-Business	2

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Industry Experience

Recreation & Sports | toys & games
Travel | hotels & resorts
Financial services | investments
Professional Services (accountants, consultants, lawyers)
Travel | tourism
Entertainment & Culture | motion pictures
Apparel & Fashion | footwear
Restaurants
Healthcare | Hospitals, Healthcare Facilities, Medical Services
Recreation & Sports | sporting goods
Non-profit, associations & public services
Financial services | Banking - Consumer
Healthcare | direct to consumer (DTC)
Automotive | aftermarket
Apparel & Fashion | apparel
Cosmetics, perfumes & toiletries
Automotive | vehicles
Food & Beverage | food
Retail
Home Products | home furnishings
Media | other
Food & Beverage | alcoholic beverages

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