Ad Sales, Agency New Business, Business Development

Proactive, Not Reactive: Brands Planning in Q2 2022

March 30, 2022

Are you chasing supplemental dollars instead of striking when the iron is hot – a.k.a. when a brand is planning its annual marketing campaigns? That’s called being reactive, and we’re not bringing that energy into Q2 2022. Now is the time to evaluate a brand’s needs, determine if your audience matches up with their target, and set aim on your next big deal.

Stand out with a hyper-focused communications:

Know their demographic targets inside and out.
Review and evaluate their current campaigns. What works? What doesn’t?
Highlight how you will complement (or elevate) their existing strategy.

Here are insider details of brands planning in Q2 2022.

1) Male Gen-Z, Millennial Media Opps: Domino’s announces leadership changes

Domino’s announced that its CEO Richard Allison is retiring at the end of April. Allison joined the company in 2011 as international EVP, before working his way up to CEO. Russell Weiner, the chief operating officer and president, is set to replace Allison. Weiner was Domino’s CMO from 2008 to 2014, so he will likely be involved with the marketing strategy.

Sellers: Domino’s targets Gen-Zers and millennials with a male skew. The chain reaches these demographics through digital display and national TV ads. However, it has been ramping up spending so far this year in both channels. It spent approximately $14.4m on digital display ads YTD, a 31% increase from $11m spent in this channel during the same time period of 2021. Full-year spending fell 8% from $80.1m in 2020 to $73.9m in 2021. It also invests in OOH, radio, and local broadcast TV ads, per Kantar.
Agency and martech readers: The pizza chain only works with creative and digital AOR WorkInProgress. Agency reviews commonly follow one another, plus the CEO promotion could lead to additional leadership changes that might affect the agency roster. Reach out to see if you can offer any assistance.

2) Female D2C Opps: Boxy Charm loses top marketer as digital spending increases

In January 2022, Boxy Charm (BC) parted ways with its formal top marketer, Kelly Deen. Deen joined the company in July 2021 as marketing VP and had since led the brand marketing team and led the introduction of new brand narratives, creative approaches, and value propositions. She now serves in the same role at Kencko. In Deen’s absence, BC may need additional marketing assistance; contact soon to see what kind of support you can provide.

Sellers: BC tends to target women, and its increasing digital spending and reliance on paid socials lead me to believe it’s still particularly targeting Gen-Z and millennials. To do so even more effectively, the company may be open to utilizing additional digital channels such as OTT and/or podcasts. Sellers able to offer relevant ad space should get in touch soon Per Pathmatics, the company has spent roughly $4.6m on digital ads YTD, 48% more than the roughly $3.1m it spent within the same 2021 timeframe. In 2021, BC’s estimated full-year spend jumped slightly (2%) to $12.2m from that of $12m in 2020. So far this year, the company has earned ~543.9m digital impressions via Facebook (57%) and Instagram (43%) ads.
Agency and martech readers: A new top marketer may conduct agency reviews, so reach out to be top-of-mind at the time of hire.

3) Campaign Imminent: NerdWallet taps new creative AOR post-IPO

After going public in November, NerdWallet recently named Deutsch as its lead creative agency, replacing incumbent Argonaut. The agency will work to bolster NerdWallet’s brand strategy. NerdWallet’s CMO, Kelly Gilease, reported that demand for the company’s services has risen during the pandemic since so many people have started changing their mindsets regarding their financial goals.

In 2021, iSpot reports the company spent approximately $28.5m on national TV commercials, up 43% from the approximately $19.9m it spent in 2020. NerdWallet’s 2021 commercials targeted millennials and Gen-X watching programs such as College Football, Late Night With Seth Meyers, Ridiculousness, SportsCenter, and Law & Order: Special Victims Unit.

Additionally, Magellan shows NerdWallet has aired around 206 podcast ads within the past 12 months.

Sellers: The company is primarily targeting millennials and Gen-X via a multi-channel strategy that includes TV, desktop video and podcast media. Per Kantar data, NerdWallet also invests in radio and local broadcasts. Get in touch soon to see what ad space you can offer for upcoming work from the company’s new creative AOR.
Agency and martech readers: As you know, agency reviews often follow one another; reach out soon to offer media, PR and/or digital analytics services. Mediahub is currently NerdWallet’s media AOR.