5 Brands Surging on Digital & Social: How Winmo Plus Helps Capture Marketing Budgets

March 27, 2024

In the rapidly evolving world of digital marketing, staying a step ahead isn’t just an advantage — it’s a necessity. Enter Winmo Plus, the game-changing tool to identify and capture these ever-expanding budgets.

We analyzed surging budgets at brands like The Honest Company and Target using Winmo Plus, to illustrate how sellers are utilizing these insights to identify opportunities and connect with marketers at the right time.

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Empowering sellers with actionable insights

Wondering how sellers can leverage Winmo Plus’s powerful insights? Here’s how to maximize your strategies:

  • Prospect identification: First, identify advertisers surging on social, display, or video to fill your pipeline with qualified target companies.
  • Reach the right contacts: Identify brand and agency budget-holders who control the purse strings with Winmo’s reliable contact details.
  • Perfect your pitch: Tailor your pitch with a deep understanding of an advertiser’s creative, campaign strategy, and media mix. 

Check out Winmo Plus’ insights — alongside sales triggers from WinmoEdge — to see how 360-degree sales intelligence equips you to tackle hot prospects:

1)  The Honest Company taps consumer lifestyle AOR

The Honest Company named Jennifer Bett Communications as its consumer lifestyle AOR. The agency is tasked with improving brand awareness, storytelling, and product launches. Other recent decision-maker shifts (such as hiring a new Chief Growth Officer and Sr. Brand Manager) and agency appointments will affect the company’s marketing strategy. 

The Honest Company will likely:

  • Increase digital spending
  • Experiment with new ad channels
  • Make additional agency changes 

Digital insights from Winmo Plus:

Agency roster:

  • Mother: Creative AOR
  • Jennifer Bett Communications: Consumer lifestyle AOR
  • Zeno Group: Corporate and business PR 

2)  The Quaker Oats Company rolls out its biggest marketing push ever

Quaker recently announced its biggest global campaign to date, which has already launched internationally and will roll out in the US later this year. The packaged food brand worked with Uncommon Creative Studio on the campaign, “You’ve Got This,” which will be supported across TV, digital, OOH, print, and mobile. The company has significantly increased its digital display ad spending year to date, reaching almost $4 million compared to $1 million during the same period in 2023. 

Quaker will likely: 

  • Significantly increase ad spending
  • Ramp up promotional activity 
  • Seek additional agency assistance

Digital insights from Winmo Plus:

Quaker Oats

Sellers: Reach out to offer ad space before the campaign launches in the US. 

Agency roster:

  • Mekanism: Media AOR
  • OMD: Media buying and planning
  • Uncommon Creative Studio: Creative 

3)  Lidl reorganizes its marketing leadership team

Lidl US created a new position by naming Frank Kerr its first-ever chief customer officer in which Kerr will handle marketing, promotions, consumer insights, and loyalty. The brand also hired Michael Chao as VP and marketing head. These decision-maker shifts will affect the company’s ad spending and agency roster. 

Lidl will likely:

  • Revise its marketing strategy
  • Conduct agency reviews

Digital insights from Winmo Plus:

Lidl USA

Agency roster:

  • VML: Creative AOR
  • Novus Media: Media AOR

4)  Albertsons picks up new agency partner

The grocery retailer appointed RR Donnelley as its newest agency partner in February 2024. The agency is tasked with revamping Albertsons’ promotional marketing strategy and improving customer loyalty. RR Donnelley will also assist with retail signage, email, and social media.  

Albertsons will likely: 

  • Increase digital spending
  • Launch a promotional ad campaign
  • Try more personalized marketing tactics

Digital insights from Winmo Plus:

Albertsons, LLC

Agency roster: Anomaly: Creative

5)  Target ends its relationship with its creative AOR

Target recently announced it is no longer working with its longtime creative AOR, Mother, which has owned the account since 2004. The brand promoted Lisa Roath to EVP & CMO last summer and, as we know, CMOs typically hire new agency partners within their first 90-100 days on the job..

Target will likely:

  • Seek a new creative AOR
  • Review other agency relationships and possibly consolidate some duties
  • Ramp up ad spending

Digital insights from Winmo Plus:

Target Corporation

Agency roster: 

  • EssenceMediaCom: Media and digital AOR
  • THIRD EAR: Multicultural AOR
  • Periscope: Social and experiential
  • Ketchum: PR
  • Mythology: Creative

Agency opp: Reach out now to be top-of-mind as the company searches for a new creative partner. 

Unlocking the power of Winmo Plus

Sellers are using Winmo Plus to find opportunities like these, and to:

  • Size up budgets: Gain unparalleled visibility into advertisers’ spending habits across top social networks, display, and video. Map these budgets to specific publisher ad destinations to make informed decisions.
  • Do your homework: Understanding the intricacies of budget allocation has never been more straightforward as you dive into spending allocations across programmatic, direct, and ad networks. 
  • Reach the right contacts: Connect with the brand and agency decision-makers who are responsible for a staggering $100 billion in marketing spending. 
  • Export details: Streamline your workflow by exporting spending and campaign details to a CSV. Then, seamlessly export contacts to your Customer Relationship Management (CRM) system for efficient follow-ups.

Want to tap into digital and social ad budgets?

Request a Winmo trial today

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