Austin & Williams Advertising | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Told Ya!, Campaign Imminent: Nature's Bounty selects creative AOR for flagship brand, Sundown Naturals (Score 28)

reported last. It lost VP of media, digital & e-Commerce Jason Thalappillil sometime last year; lost VP of brand marketing John Frame in June 2018; and lost trade marketing manager Margart Estevez in October to the customer marketing manager position at Coty.

On the flipside, It brought on former SVP of US Sales at Bayer, Don Kerrigan, as its new president (July); promoted Elyse Lindsey from senior digital director to VP of marketing & e-Commerce (July); and hired former director of sales strategy at Bayer, Chrisie Fong, as senior director of shopper strategy and category management (January). It is looking for a senior manager of consumer insights.

This new marketing leadership was responsible for Nature's Bounty most recent agency shift. It selected WPP's Adweek. 

in September 2015, but ended its relationship with Nature's Bounty in August 2018 after becoming AOR for dietary supplement manufacturer Thorne. It handled brands Nature's Bounty, Sundown Naturals, Pure Protein, Osteo Bi-Flex and Met-Rx. 

We are unsure when a new campaign will drop from the new personnel and agency, but reach out sooner rather than later. Nature's Bounty spends highly year round, but typically sees spikes in H1 to capitalize on health-focused New Year's resolutions. It goes after females, especially the health conscious millennials.

Because millennials are driving the health craze, Nature's Bounty has been shifting its spend to better target the demographic; its offline outlays have deceased in lieu of digital, a trend that should continue in the future. Keep in mind, however, that the spending shift has resulted in overall spend decreases.

iSpot reports Nature's Bounty has already spent $866,974 on national TV YTD. Spend in 2018 totaled $16.9M, spend in 2017 totaled $19.5M and spend in 2016 totaled $15.3M. Top targeted shows typically have a female skew (see targeting right).

Adbeat reports digital display spend over the last 12 months totaled $30k and was placed primarily via Google (53%) and direct buy (46%) onto sites like tasteofhome.com, activebeat.com, cbslocal.com, activebeat.co and smithsonianmag.com. This marks a massive increase because ads in the year prior only totaled $200.

Nature's Bounty also does some cause marketing.

Agency & martech readers -- reviews tend to follow one another, so there may be digital, PR or media work up for grabs in the near future. Competition will likely include Havas Media (media buying and planning).

Also consider reaching out for creative along the Pure Protein, Osteo Bi-Flex and Met-Rx brands. Since Droga5 lost those creative accounts, we haven't heard of any agency filling the vacancy.