Four months left of the longest (yet somehow fastest?) and most challenging year in recent history. Remarkably, we’re adapting and the economy continues to operate. Businesses across the globe have — word of the year — pivoted, to address consumer concerns we would have never imagined a year ago like social distancing, hygiene standards, and mask requirements. Somehow, through everything, CMOs are still being hired, agencies are answering RFPs, and sales opportunities continue to arise. (We know because we track them all.)
To prove that the world keeps spinning, here are 10 of the most searched company profiles in Winmo, 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.
Be sure to explore the Crystal Playbook links below, too. Their eerily accurate personality and team dynamic insights can help you not only identify contacts, but personalities and team dynamics. Find out who’s the objector, who’s your likely ally, and who has the highest level of influence on others.
1) Apple: New iPhone (and ads) are coming
Upcoming ads from Apple will promote the recently announced iPhone 12. The global pandemic hasn’t negatively affected iPhone sales, as brand loyalists switched from physical stores to online shopping. And, according to execs on Apple’s most recent earnings call, the company experienced strong digital performance this quarter, noting all-time revenue records in the App Store, Apple Music, video and cloud services, and heightened engagement on iMessage, Siri, and FaceTime.
- What does this mean for agencies/martech? With changes/internal promotions in the marketing department, agency reviews could be coming, so now’s the time to reach out.
- Apple’s media remit is split between OMD’s Los Angeles and San Francisco offices.
- Critical Mass, Elephant, and TBWA \ Chiat \ Day handle creative duties.
- Check out Apple’s brand Playbook.
2) GEICO: Investing more in customer data
In July, GEICO Corporation announced Yang Yu, former Mercury Insurance senior analytics director, as VP and chief data analytics officer. Yu is expected to overhaul the insurance company’s CRM to become more data-driven. Additionally, GEICO appointed marketing director Emily Houston in June 2020.
- What does this mean for agencies/martech? Yu’s hire means GEICO is now handling digital analytics itself, so prospect elsewhere for more immediate opportunities.
- GEICO works with The Martin Agency (creative and digital) and Horizon (media buying and planning).
- Check out Geico’s brand Playbook.
3) CVS: Optimizing in-store purchasing for marketers
Late last week, CVS announced the launch of media network, CVS Media Exchange (CME). The network will offer ad space such as in-store ads, website banners, programmatic display, video, social, and search. CME will also provide tracking technology to monitor brand health, sales, and new customer data. Per CVS, about 76% of Americans live within five miles of one of its stores, which means it should provide a positive ROI.
- What does this mean for sellers? The company mainly targets Gen-X and boomers with a female skew. It has been shifting funds from digital channels to TV over the past few years, considering its target audience.
- CVS also invests in local marketing methods such as OOH, print and radio.
- Check out CVS’s brand Playbook.
4) LG Electronics: Prepping for a holiday spending boom
Though LG only utilizes TV ads for its appliances, it has increased digital display spend over the last year, indicating it may be seeing a better ROI through this channel. LG also invests in local marketing methods such as OOH, print, and radio ads, per Kantar, and their top spending period is generally Q4, around the holidays. It has a broad target audience, but focuses on millennials.
- What does this mean for agencies/martech? With recent agency reviews, more may be coming, so pay close attention to LG’s activity for the best chance of winning new business.
- LG named PHD global media AOR last November, Hill Holliday works on creative and iCrossing takes care of digital.
5) Netflix: New marketing strategy courtesy of the GOAT
The streaming giant appointed marketing superstar Bozoma Saint John as its new CMO in July. Saint John’s past experience includes stints as Uber’s chief brand officer (2017-2018), Apple’s global consumer marketing head (2014-2017), and PepsiCo’s music and entertainment marketing head (2011-2014). Saint John will now spearhead Netflix’s planned marketing strategy pivot.
- What does this mean for agencies/martech? Saint John’s hire makes it even likelier that Netflix could shift agency partners.
- Agencies include VIRTUE Worldwide (social since 2016), 160over90 (digital since 2013), BWR (PR since 2006) and Mediahub Los Angeles (media since 2016).
- Check out Netflix’s brand Playbook.
6) NBCUniversal: Strutting its new streaming service
Peacock made its long awaited debut in July, NBCUniversal’s first major effort meant to capitalize on streaming. The platform offers space for advertisers, unlike ad-free competitors (Netflix, etc.). The free lowest tier has experienced significant advertising support so far — offering 13,000+ hours of shows, movies, news, sports, and Spanish language content. The brand also offers an ad-free tier for an added $5/month, though live sports streams and news programs will still show some ads.
- What does this mean for sellers? Reach out soon to secure ad dollars supporting this new brand, especially those able to get it in front of Gen-Z and millennial/Gen-X parents.
- NBCUniversal also utilizes OOH, print, radio and local broadcast, so Peacock may do the same soon.
- Check out NBCUniversal’s Playbook.
7) LendingTree: Going through a C-suite shake up
The financial and real estate marketplace promoted Cornell McGee to marketing SVP in August. McGee has been with LendingTree for three years and perviously served as digital & product marketing VP. The company still hasn’t replaced CMO Brad Wilson since he departed last November, so McGee may alter the marketing strategy as well as adjust the agency roster.
- What does this mean for sellers? LendingTree targets a wide range of consumers including Gen-Z, millennials, and Gen-X.
- It recently decreased funding for national TV ads to focus on digital ads.
- Keep in mind, these strategies may be subject to change following McGee’s promotion.
8) Peleton: Prioritizing at home workouts over bike sales
Last month, the home workout company hired Dara Treseder, the previous CMO of 3D printing company Carbon, as their new global marketing and communications SVP. Treseder will handle brand marketing, consumer insights, communications, and creative. Peloton also recently promoted digital SVP and GM Karina Kogan to global product marketing head and SVP. She will lead Peloton’s go-to-market strategy focusing on virtual classes.
- What does this mean for agencies/martech? Peloton should return to heavier ad spend as coronavirus restrictions relax over the next year.
- Horizon was assigned media duties in September 2019, and Mekanism has handled creative since 2017.
- Check out Peloton’s brand Playbook.
9) State Farm: Driving success through cause-oriented campaigns
With everyone driving less during the pandemic, State Farm returned $2 billion to auto policyholders in May, promising to make similar decisions to serve customers throughout 2020. Several agents also made hand-sewn masks for their communities. Cause-oriented millennial consumers are more likely to buy from brands giving back and an increase in digital display ad spend shows State Farm’s eagerness to connect with younger, socially conscious, and media-consuming audiences.
- What does this mean for agencies/martech? State Farm shifted away from lead-agency models, except for its partnership with Marketing Arm, creative AOR since November 2019, but you may be able to secure project-based work.
- The company also works with DDB Chicago, Translation, Alma, fluent360 and Rodgers Townsend on creative and digital.
- Check out State Farm’s brand Playbook.
10) Pandora: Continuing strong advertising throughout the pandemic
Even with store closures, Pandora Jewelry is advertising heavily — and its national TV and digital display ad spend should spike even more in Q4. Pandora recently launched a Star Wars collection and announced plans to make all jewelry from recycled (rather than mined) silver and gold in an effort to reduce CO2. Pandora targets women and gift-giving men, with its spend often rising ahead of gift-giving holidays such as Valentine’s Day, Mother’s Day, and Christmas.
- What does this mean for agencies/martech? Pandora announced a marketing shift earlier this year, so continue reaching out for potential opportunities.
- You’ll have the best luck securing media, digital analytics, PR and/or social media management work.
- VIRTUE manages creative AOR and Mindshare is Pandora’s media AOR.
(And, if you want to know how much these brands 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.)