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Fitzco | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (404) 504-6900
Primary Address
944 Brady Avenue Northwest
Atlanta,
GA
30318
USA
Fitzco Contacts
Contacts (5/27)
Name | Title | State | ||||||||||||
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Dave F. | Founder & Chairman | GA | ||||||||||||
Sample of Related Brands
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Evan L. | Chief Executive Officer | GA | ||||||||||||
Keri P. | Executive Vice President & Chief Financial Officer | GA | ||||||||||||
Sarah H. | Associate Media Director | GA | ||||||||||||
Savannah B. | Associate Media Director | GA |
WinmoEdge
Momvertising Opps: McCormick taps new media AOR (Score 62)
- Concluding a review, Dentsu X won McCormick's FMCG account, which spans full-funnel media strategy, planning, and buying.
- The agency will now work with McCormick's spice long along with brands such as .
- Since 2020, Dentsu held AOR duties for McCormick's US and Canadian businesses.
- McCormick consolidated its NA business at 360i in 2020; since then, 360i integrated its media operations into Dentsu X.
- Right now, McCormick is particularly focused on expanding its presence in the hot spot space.
- The company will likely:
- Launch a new campaign soon
- Shift its strategy
- Return to higher ad spend
- Conduct additional agency reviews
- Target demographic:
- Moms and household decision-makers in general
Recent leadership shifts:
- This announcement comes not long after McCormick named Valda Coryat as its NA CS&T marketing VP in June 2022.
- She previously served as the CMO at Trulieve.
Additional spending insights:
- Broadcast insights
- 2020-2022 spend: View recent national TV spend for top brands brand is on the rise.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, McCormick spent approximately $21.5m on digital ads, down slightly (6%) from the approximately $22.9m spent in 2021.
- 2022 data: The company earned roughly 2.2b digital impressions last year via desktop video (42%), Facebook (31%), Instagram (24%), desktop display (2%), and mobile display (1%) ads.
- McCormick placed 99% of its 2022 desktop display ads site direct onto YouTube and the remaining 1% site direct onto Twitch.
- Additional channel insights
- The company utilizes email, OOH, radio, print, Google Ads, local broadcast, and DRTV.
- As you can tell from the video above, McCormick has been working with the metaverse and experiential activations such as the House of Flavor.
- Its spending typically spikes in Q2 and Q4.
Additional agency insights:
- Opportunity: Additional agency reviews could easily follow this one, so get in touch sooner rather than later to offer PR, experiential, creative, digital analytics, social media management, and/or multicultural services.
- Current agency roster:
- Dentsu X: Media AOR
- : Creative AOR
- : Creative AOR
- : AOR
- : AOR
Insight Sources: Broadcast insights estimated by Media Analytics.
View our relatively recent update on the Frank's RedHot brand here.