Knowledge is Power: 100+ Brands Buying in Q1 2021

December 4, 2020

It seems like every year we trick ourselves into believing that December will be a slow month. A time for reflection and strategy as Q4 comes to a loving and gentle close. LOL. No, actually if you aren’t making plans for Q1 2021 you’re already behind. Knowledge is power here and there’s nothing worse than getting to the right contact and hearing, we’re out of budget, try us again next year.

Download 100+ Brands Buying in Q1 2021

We recently told you about brands planning media in Q1, and now, we’re bringing you brands buying in Q1, so you can focus on prospects with revenue available. Along with key contacts, we’re also noting relevant media agency partner relationships to familiarize yourself with high-level decision-makers. 

Using this list, you and your team can focus on securing big revenue from brands with budgets to spend across digital, broadcast, print, OOH, and radio channels. 

Here are insider details/predictions for four companies on our list of 100+ brands planning in Q1 2021. Keep scrolling to access and download the complete list:

1)  PepsiCo

PepsiCo named Athina Kanioura as EVP, chief strategy and transformation officer, in September 2020 from Accenture. In her new role, Kanioura will manage digital and data strategy, leading a company-wide transformation to accelerate growth. The company is overhauling its marketing efforts by utilizing consumer data to increase flexibility and relevant content creation, while also increasing direct-to-consumer business. These initiatives will build stronger relationships with consumers and could lead to increased ad dollars. 

  • Sellers: PepsiCo primarily targets a wide range of Gen-Z and millennials with its cheap snack and drink products. It also likely targets parents due to their kid-approved products. Much of PepsiCo’s messaging targets male sports enthusiasts, reaching them mainly through digital display and national TV ads. The company also invests in OOH, print, radio, and local broadcast TV ads. Sellers should reach out offering relevant ad space.
  • Agency and martech readers: Kanioura may have the authority to conduct agency reviews or hire additional agencies, so start reaching out in order to be top-of-mind. You will face competition from creative AOR Goodby, Silverstein & Partners, and media agency OMD. It also has an in-house media team that solely works on media planning.

2)  H&R Block

H&R Block shifted its marketing strategy in the wake of the pandemic, letting consumers know the company’s still open and operating through TV, performance, and email content. The coronavirus hit just before tax season, so H&R Block pushed its digital capabilities like Tax Pro Go, Tax Pro Review, and Approve Online and enhanced digital services from its tax pros to make up for the lack of office visits.

Due to the extension of the tax season, the company increased its marketing expense for Q1 by an expected $10m and acquired Toronto’s Wave Financial to expand its client base in Canada. H&R Block typically targets household decision-makers, primarily fathers, during H1. The sharp increase in their digital display ad spend targets Gen-Z and millennials and will likely utilize paid social, podcast, and OTT.

  • Agency and martech readers: Prospect elsewhere for the time being; H&R probably won’t shift its roster anytime soon. Currently, the company works with Deutsch (creative, media buying/planning and social since 2018), Edelman (PR since 2018), and Spark Foundry (digital since 2017).

3)  Clorox

Tony Matta joined The Clorox Company in October as EVP and chief growth officer. In his most recent role as Nestle Coffee Partners’s president, Matta oversaw strategy, sales, and marketing for Starbucks Coffee, Seattle’s Best Coffee, Torrefazione Italia, and Teavana. This hire doesn’t replace CMO Stacey Grier.

As demands for the cleaning brands surge, Clorox increased ad spending by 30% to $179m in the September quarter YOY. However, the pandemic has also given consumers more time to shop around and test new brands, so this higher ad spend could be an effort to keep consumers coming back to Clorox. The brand specifically targets parents, especially mothers, with a skew toward Gen-Z and millennials. To reach this audience, it likely also invests in OTT.

  • Agency and martech readers: Since Clorox hasn’t implemented roster shifts since appointing media AOR OMD in May, creative duties may still be available, especially to those able to offer brand-specific and/or project-based work, especially considering the chief growth officer hire. At this point, FCB Chicago and mcgarrybowen split creative.

4) Hilton

Hilton Worldwide recently kicked-off its first campaign since the beginning of the coronavirus outbreak. “To New Memories” is supported through TV ads, online videos, and digital/social media content. Hilton is also running a double rewards promotion for members of Hilton Honors to encourage people to visit their properties. Members can receive double bonus points per stay to earn credits.

  • Sellers: Hilton mainly targets Gen-X and millennials with a slight male skew, reaching these audiences through digital display and national TV ads. It decreased spend significantly in both of those channels due to cost saving measures amid coronavirus. It also invests in print, radio and OOH ads. Sellers should reach out soon to secure some of these extra campaign ad dollars. Offer primarily digital display and national TV ad space.
  • Agency and martech readers: Hilton works with MediaCom on media buying and planning, iProspect on digital and Legacy Marketing Partners on creative. There are no signs of an upcoming agency review.

Click here to download our list of 100+ brands buying in Q1 2021.

These opportunities are designed to fill your pipeline with qualified leads. We’ve included key decision-maker contact information to connect you with the right people at the right time. 

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If you liked this blog post, check out:

  1. New Year, New Plans: 100+ Brands Planning in Q1
  2. It’s the Final Countdown: 100+ Brands Planning in Q4
  3. Top 3 Tips for Identifying Key Decision Makers

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