Whether you’re a media seller, vendor or new business professional, we all wish we had a crystal ball when it comes to accurately forecasting agency of record shifts. When a brand hires a new AOR, there is typically a multitude of agency reviews and vendor shifts to follow in the coming months. How do you know an AOR shift is on the horizon? Hold tight- you’re in for some valuable intel.
There are several triggers that suggest a brand might be reviewing agency relationships including the hire of significant marketing personnel, new or increased funding, new markets and audiences, recent signs of struggle, product launches, and spending shifts.
Though no one has ever proven the ability to accurately predict the future, by tracking these factors internally here at Winmo, we have predicted 74% of account shifts accurately, 3-18 months before they even take place.
To help you have a competitive advantage, we are not only giving you a list of brands who we predict will be making AOR shifts in H2 2019, but the context behind our predictions and actionable insights on how you should craft your outreach.
Want daily insights on more predicted agency shifts? Request a demo today.
1. Organic Valley
Named Marketing EVP Amid Brand Focus
Organic food company Organic Valley promoted Lewis Goldstein to marketing EVP (brand CMO function), effective February 2019. Having been with the company since 2011, Goldstein previously served as the company’s executive marketing director and most recently as brand marketing VP. Under Goldstein’s leadership, the brand plans to expand the marketing department as it is currently seeking an associate brand manager and PR director roles.
Agency & Martech Opportunity: It is expected that new personnel will review agency relationships and switching partners so new biz pros and vendors should begin reaching out as soon as possible to secure potential revenue dollars. Humanaut has handled creative, digital and social since 2015, while Junction 37 has handled media since 2016.
Focus pitches on helping Organic Valley with its new marketing strategy that focuses on the brands mission to go against “goodwashing” companies, or companies that say they are doing good in the world when they aren’t, and instead focus on authentic stories that promote the brand, not just its products.
2. E. & J. Gallo Winery
Launched Two New Campaigns After Hiring New CMO & Marketing VP
E. &J. Gallo Winery promoted Stephanie Gallo to CMO, effective November. Gallo has been with the company since 1997 when she joined as marketing director. She has also served as the company’s senior marketing director, and most recently, as its marketing VP.
Gallo’s promotion led to Anna Bell filling in the position of marketing VP along with several lower-level marketing title shifts. It anticipates personnel shifts under this leadership, so agency new business pros and vendors should focus pitches on helping E&J stay top-of-mind amid competitors like Summer Home Winery, Bronco Wine Company, and The Wine Group. Creative is currently split between Odysseus Arms, Proof Advertising and BBDO, while media is handled by The Integer Group. You may also find competition from creative agency Frank Collective, which assisted E&J with a new campaign for its Barefoot brand.
Agency & Martech Opportunity: Recent campaigns include “Joy of Missing Out”, which promotes the brand’s new 3-liter box format, “On Tap”, with three videos running across YouTube, social media and Barefoot’s website. The videos feature actress and comedian Mindy Kaling. There should still be time to secure last-minute revenue from the campaign, so sellers are encouraged to reach out.
Media Seller Opportunity: Sellers may also be able to secure revenue from Barefoot’s new canned wine spritzers. Remember that E&J is slated to buy 30 low-priced wine brands (e.g., Clos du Bois, Black Box, Estancia, Mark West, Wild Horse, Franciscan, and Ravenswood) from Constellation Brands for $1.7B in a deal slated to end in H2, so there’ll likely be promotions tied to those brands, as well.
3. Chuze Fitness
Named CMO To Assist With Expansion and Growth Plans
Low-price fitness club chain Chuze Fitness hired Billy Grenham as its new CMO, effective April. Grenham joins marketing coordinator Amanda Schroeder, former show manager at Wonderspaces (February); marketing coordinator Kinsey Karnes, former sales manager at Hang Accessories (February); and marketing manager Christine Welch, who was promoted from marketing coordinator in January.
Agency & Martech Opportunity: It is expected that the new marketing personnel will be reviewing agency relationships within the next 3-12 months, so agencies and vendors with fitness experience should reach out immediately for work and focus pitches on helping Grenham with his duties.
Upon his appointment, Grenham said he would help the chain grow by continuing its focus on building community, by offering a “signature customer experience” based upon “authenticity and intention” and by showcasing “Chuze’s commitment to fun fitness.” He will leverage Chuze’s in-house cinema, child car, HIIT training, heated yoga classes, in-house smoothie bar, and hydromassage to differentiate it from competitors like Planet Fitness, Gold’s Gym and LA Fitness.
Media Seller Opportunity: These focuses will help Chuze garner more awareness, so it can be in a better position for its expansion plans. The fitness chain will open eight new gyms in 2019 (some of which are confined to open in the Denver suburbs of Highlands Ranch and Englewood this summer). It plans to “open clubs across the country” at a later date. We imagine that along with this expansion and Grenham’s awareness-generating focuses, spend will increase- so media sellers should also begin reaching out.
Hired New Marketing Leader As Spend Increases
Online sitting company Sittercity hired Sachin Gadhvi as its new marketing head (brand CMO function), effective April. He most recently served as growth marketing VP of Cars.com.
Upon announcing his appointment, Gadhvi said he would leverage new tools like search-by-availability and request-to-interview to gain traction among “the first generation of digital native parents” (aka millennials). He will also help Sittercity “accelerate” with a new brand vision.
Agency & Martech Opportunity: Gadhvi will likely bring on agencies to assist with his duties, so reach out for work. Though we are unsure of who currently handles creative or media, PR has been out of Devine + Partners since at least 2018. Focus pitches on differentiating Sittercity from competitors like UrbanSitter, Care.com, and Rover.
Media Seller Opportunity: Gadhvi will likely further increase the brand’s spend to help it grow, so reach out to remain top-of-mind. Sittercity primarily targets millennial parents, especially moms. It usually spends highly throughout the entire year.
Raised $1.5M Under New CEO, Searching For Marketing Head
The North Carolina-based Kombucha manufacturer Tribucha hired Paul Pritchard as its new CEO, effective November. Under his leadership, the brand raised $1.5M in a Series A funding round. The money will reportedly be used to improve its marketing efforts so the brand can stay top-of-mind amid the growing kombucha industry. Tribucha hopes to expand its sales and marketing team with 15 new personnel, one of which will be head of marketing.
With additional funding, Tribucha plans to expand distribution from 900 accounts to more than 1,500. Since it currently serves 22 states along the East Coast and the Midwest, co-founder Adrian Larrea said Trichuca will head “toward the middle of the country” and go national. It is already planning to break into Texas with a partnership with KeHE.
Sponsorship Opportunity: The brand has already been trying to improve its marketing efforts with sponsorships. It recently signed a partnership with the North Carolina Football Club, allowing it to place banner ads in the stadium and sponsor various running clubs. It also has sponsorship agreements with North Carolina Courage and The Raleigh Distance Project. Since this is a growing avenue for Tribucha, sponsorship sellers are encouraged to reach out.
Agency & Martech Opportunity: Once the head of marketing is selected, it is likely that an AOR, as well as a multitude of other agencies, will be brought on board to assist with growth plans. We encourage you to reach out now to stay top-of-mind. The brand will likely work with a partner who has strong PR capabilities. Focus pitches on helping Tribucha grow and differentiate itself from competitors such as Lion Heart Kombucha, Kevita and Humm Kombucha.
Media Seller Opportunity: With its additional $1.5M in funding and expansion plans in place, national sellers should reach out to stay top-of-mind. In the meantime, East Coast, Midwest and Southwest sellers should reach out to capitalize on immediate dollars. The brand does not have a top spending period, so keep an eye on year-round revenue and revenue tied to the new flavors set to debut at Natural Product Expo East in September of 2019. Keep in mind the brand primarily targets millennials and Gen-X.