Cutwater | Agency Profile, Contacts, AOR, Client Relationships

• Titled "Deliciously De-Lick-able Delectables," the campaign includes a pair of spots complete with a new logo, tagline, packaging, jingle, and media plan.
• The campaign rolled out across TV, digital, social, display, and search channels. Partners include Amazon, Walmart, TikTok, BuzzFeed, YouTube, and Hulu.
• Hartz will also utilize paid influencer relationships.
• The company is likely to:
  • Return to heavier ad spend now that it has launched a new campaign
  • Utilize more paid social channels
  • Conduct additional agency reviews under its relatively new CMO (more below)
• Target demographic: 
  • Gen-Z and millennial pet parents

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Hartz has spent roughly $204.6k on digital ads, 28% less than the roughly $283.2k spent by this point last year.
  • YTD data: The company has earned ~68.1m digital impressions YTD via mobile display (47%), desktop display (46%), and desktop video (7%) ads.
    • Top site destinations for this year's mobile display ads include buzzfeed.com (8%), foxnews.com, trendymatter.com, weather.com, and mocospace.com.
    • Hartz placed most of this year's desktop display ads onto amazon.com (75%) and yahoo.com (23%).
  • Last year: In 2021, Hartz's approximate full-year spend of $362.2k only reached around a third of that of $944.1k in 2020.

Additional agency insights:

• Opportunity: Agency reviews often follow one another, so get in touch soon to offer PR and/or digital analytics services.
  • Cutwater's recent appointment followed the January 2022 promotion of CMO Tina Lelay.
  • Lelay joined the company as a marketing director in January 2007 and most recently served as its marketing and eCommerce SVP.
  • She now leads all brand strategy, innovation, and consumer communications.
  • Hartz doesn't seem to have had a CMO since 2007, when incumbent Cindi Goldberg departed.​​​
• Current agency roster:
  • Cutwater: Creative and media AOR