YMCA of Greater NY

THE CHALLENGE
The YMCA of Greater New York wanted to launch a brand campaign after emerging from the pandemic but they first needed to understand their target audience, competitive set and the state of their brand.

THE SOLUTION
Through an A&U study across the 5 boroughs, we identified a clear consumer target, competitive set and brand equity KPIs. We managed an RFP across multiple agencies to identify the winning creative for the NY market.