Not even five months into 2021 and so much has already happened. We have a new president, GameStop had 15 minutes of fame, everyone’s investing in crypto, 60% of eligible Americans have received at least one vaccine, we’re allowed to travel internationally again, Broadway is reopening, and masks are no longer mandatory. Phew. Brands across the world have reacted with new campaigns, changing agency relationships, spending shifts, and more. And Winmo clients are the first to know what’s happening. Keep reading for 10 of the most searched company profiles in Winmo for Q2 2021, as well as details on brand activity/updates to keep an eye on.
Ten profiles means 10 chances to build sponsorship partnerships, agency relationships, advertising opportunities, or a new audience.
1) Planet Fitness restarts advertising
The gym franchise plans to increase ad spend in order to stimulate membership growth, which is its main goal in 2021, per its recent 2020 Q4 earnings report. The company had to suspend its marketing programs for the majority of Q2 and Q3 last year due to the pandemic. This obviously hurt Planet Fitness’ membership as the spring and summer are when the company usually acquires the majority of its new customers for the year.
- Sellers: Planet Fitness mainly targets Gen-Z and millennials with a slight female skew. It reaches this audience through digital display and national TV ads. After pausing marketing for about half of 2020, the gym ramped spending back up in Q4 and has continued into 2021. It also invests in OOH, radio, and local broadcast TV ads, per Kantar. Sellers should start reaching out soon to secure those extra spring and summer ad dollars.
- Agency and martech: Planet Fitness currently works with ICR (PR AOR) and Barkley (creative and media AOR). No signs point to an upcoming review at this time.
2) Arby’s ramps up digital spend
The fast-food chain has been shifting its marketing strategy to focus on digital ads over national TV. So far this year, it spent about half of the amount on national TV ads during the same period of 2020, while nearly quadrupling digital spend. This strategy indicates it is trying to reach Gen-Z and millennial consumers more effectively. This comes after the company brought in CMO Patrick Schwing about a year ago.
- Sellers: Arby’s mostly targets Gen-Z and millennial men through digital display and national TV ads. Its TV ads tend to skew towards a slightly older millennial and female audience. Even though it has cut national TV spend, it still spends significantly here. Arby’s also invests in OOH, print, radio, and local broadcast TV ads, per Kantar. Sellers should reach out to this company offering relevant ad space to secure these extra dollars.
- Agency and martech: Arby’s works with Zenith Media (media AOR), Moxie (digital AOR), and Fallon Worldwide (creative AOR). There haven’t been any changes to the roster since Schwing took over in 2020, so he is likely happy with these shops.
3) DraftKings continues increasing marketing spend
The fantasy sports and sports betting operator has continued spend increases into 2021. Per its recent Q4 2020 earnings report, DraftKings spent $184M on sales and marketing in the quarter compared to $63 in Q4 2019. It spent $475M on sales and marketing in 2020 and launched in Iowa, Colorado, Illinois, and Tennessee.
- Sellers: DraftKings mainly targets Gen-Z and millennial men through digital display and national TV ads. It also invests in OOH, radio, and local broadcast TV ads, per Kantar. The company has been increasing spend in all channels for a couple of years and plans to keep adding dollars in 2021. Sellers should reach out with relevant ad space.
- Agency and martech: DraftKings has an in-house creative team and works with its AOR Veritone One (media buying and planning AOR). This company shows no signs that it is preparing to review its roster any time soon.
4) TikTok announces CEO amid spend increases
The most popular app in the US named its parent company’s CFO Shouzi Chew as its CEO this month. Chew joined ByteDance as CFO in March and will continue in that role in addition to his CEO duties. The company also promoted global interim head, Vanessa Pappas, to chief operating officer. Pappas joined TikTok in 2018 as US general manager. These leadership changes could lead to new marketing strategies and potentially agency reviews, so keep an eye on this company.
- Sellers: TikTok targets Gen-Z and millennials through digital display and national TV ads. It has been increasing digital spend for two years now and drastically increased national TV spend this year. TikTok may be targeting millennials more aggressively, as its consumer base is already dominated by Gen-Zers. This is also supported by the company adding dollars to TV. Sellers should reach out to win some of these extra ad dollars.
- Agency and martech: TikTok works with Zenith (global media AOR), Horizon Media, Inc. (US media AOR), and Sid Lee (social AOR). While the CEO hire might not immediately affect the agency roster, he may make changes to the marketing team that lead that could lead to agency reviews. Start reaching out to be top-of-mind.
5) HBO Max names social media AOR amid surge in spend
The streaming service is about to rev up its advertising, having recently naming Engine as its social media AOR. The agency also supports brand and social efforts for parent company HBO with much success. According to HBO Max’s brand marketing SVP Jason Mulderig, the company has high hopes to raise “the bar for engaging high-quality social content,” which means more paid social dollars.
- Agency and martech: This AOR remit expansion could easily lead to other shifts, so get in touch to offer creative, media, PR and/or digital analytics services if you haven’t yet. Right now, your competition includes 360i (digital content, social), Mekanism (creative), and Hearts & Science (media). All of these agencies, along with HBO, are headquartered in NY, so nearby agencies have an advantage here.
6) Starbucks adds BFY products to menu amid spend increases
In March, Starbucks rolled out new non-dairy beverages, including those made with Oatly oat milk, nationwide. Customers also have the option to add Oatly, soymilk, coconut milk, and almond milk to their drinks. These menu additions are designed to reach a broader better-for-you (BFY) audience. Starbucks is also adding spring beverages such as an iced pineapple matcha drink and the Pink Drink, a strawberry açaí beverage made with coconut milk.
- Agency and martech: There haven’t been any roster shifts since Starbucks promoted EVP and CMO Brady Brewer a year ago, so keep reaching out to remain top-of-mind. The company works with Spark Foundry (media AOR), The Integer Group – Dallas (shopper marketing AOR), and 72andSunny (creative agency partner).
7) Stellantis taps media AOR post-merger
Stellantis recently concluded a competitive review by naming Publicis as its new global media AOR, which will directly affect its marketing strategy and future agency shifts. This automotive giant formed earlier in 2021 when Fiat Chrysler and PSA Group merged. Publicis had handled the Fiat Chrysler business since 2016 and MediaCom had been the incumbent for PSA after having picked up the account in 2017.
- Agency and martech: Additional reviews may follow this one, so get in touch soon to offer creative, digital analytics, PR and/or social media management services. Stellantis’s roster also includes Migrante Content (creative and multicultural AOR), GSD&M (creative AOR, Ram and Dodge), Huge (creative, digital and social AOR, Chrysler), DDB Chicago (creative AOR, Jeep), and Publicis.Sapient (digital).
8) IHOP taps CMO amid spend decreases
The International House of Pancakes announced Kieran Donahue as CMO in February. Donahue replaced Brad Haley and reports to president Jay Johns. She most recently served as Marriott’s digital and brand marketing VP. In her new role, Donahue manages marketing, digital innovation, communication, brand experience, and menu development. Keep an eye on IHOP as Donahue will have control over the marketing strategy and agency roster.
- Sellers: IHOP targets millennials and Gen-X with a female and Hispanic skew. It reaches these demographics through digital display and national TV ads, but has decreased spend since 2019. It also invests in OOH, print, radio, and local broadcast TV ads, per Kantar. Even though the restaurant has been decreasing ad spend, it still invests significantly in marketing. Sellers should reach out offering relevant ad space.
- Agency and martech: As you know, CMOs commonly review their new company’s agency roster, so start reaching out soon to be top-of-mind. You will face competition from Droga5 (creative AOR) and Initiative (media buying and planning).
9) Coppertone taps creative AOR amid spend increases
Huge NY was just named the creative AOR for sunscreen brand, Coppertone. The agency will now handle integrated marketing responsibilities such as brand creative, retail support, and activation. Huge’s first Coppertone work will reportedly debut in early 2022. This review conclusion replaces Coppertone’s former creative AOR of six years, Wunderman Thompson.
- Agency and martech: Now that Coppertone has a new creative AOR, parent company Beiersdorf may seek additional brand-specific AORs for it. Right now, Beiersdorf itself also works with OMD NY (media planning and buying AOR) and M Booth & Associates (creative, PR, and social).
10) Callaway Golf merges with Topgolf
The brands completed the merger they announced at the end of 2020, combining Callaway’s global golf equipment market leadership and Topgolf’s tech platform and access to golfers of all abilities. This deal allows both companies to pursue significant growth. Demand for Callaway’s golfing goods stayed high in 2020 with golfing as a social-distance-friendly activity. Topgolf’s business will likely pick up as restrictions loosen, too.
- Agency and martech: Leaders of these newly combined companies will likely be open to roster shifts now that the deal has closed in order to promote the merger. Reach out soon to remain top-of-mind. Both brands work with agencies on project-by-project basis. Callaway currently works with Taco Truck Creative (creative and digital AOR) and Topgolf with R&R Partners Las Vegas (media buying and planning AOR). You may have the best luck offering PR, digital analytics and/or social media management assistance.
(And, if you want to know how much these most searched companies and their competitors are spending, WinmoEdge subscribers get a daily briefing email with opportunities just like these. Plus information about who, when, and how to get in touch with decision-makers inside the brands. If you’re a Winmo subscriber you can click through to see decision makers’ contact information for each brand.)