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Zenith Media Contacts
Name | Title | State | ||||||||||||
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Jessica W. | Senior Vice President, Investment | NY | ||||||||||||
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Meredith H. | Senior Vice President & Director , Investment | NY | ||||||||||||
Colleen H. | President, Growth Practices | NY | ||||||||||||
Neil V. | President, Investment | NY | ||||||||||||
Lauren H. | Chief Executive Officer | NY |
Client Relationships
WinmoEdge
Media Edge: Durex sponsors Fashion Week amid significant YTD digital spend increase
This partnership has already yielded positive results for Durex. Its official TikTok featured highlights from the show, which earned 8.7m views. The initiative also drove thousands of Instagram engagements for both Durex and Diesel. In total, over 53k tuned into Fashion Week's livestream.
In late February 2023, Durex reportedly made a foray into a new era with the launch of a "sex-positive" denim collection made by creative director Glenn Martens. The collection will include products such as T-shirts and hats, and it will launch later in Spring 2023.
These shifts reflect a shifted strategy on Durex's part. The brand is working to encourage safe sex while leading conversations about sexual freedom. During the past year, Durex has repositioned itself as not just a contraceptive brand but also a lifestyle one. Leaders are also working to differentiate Durex from competing condom brands such as Skyn and Hanx. Finally, in 2021, Durex started ramping up its LGBTQ+ customer support with a #SexMyWay effort that educated, informed, and encouraged self-acceptance. This effort has included a partnership with Lil Nas X and will likely result in additional future work.
Key Lead Takeaways: The companies will likely expand the collaboration in the future, which will likely involve additional experiential activations. Since the new condoms will be in US Diesel stores, I expect Durex will ramp up US spend to promote the expansion. The condom brand will also likely pursue additional brand partnerships; per global PR, culture, and brand partnerships director Vincent Panzanella, Durex is focused on connecting with brands that have a history of fearlessly challenging the status quo.
Target Demographics: Gen-Z and millennial men
Key Spend Notes:
- Spend shift summary: Durex hasn't utilized national TV in a while, but its YTD digital spend has already doubled YOY.
- Planning period: Q1
- Buying period: Q4
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Durex under Health & Beauty: Reproductive Health*
- 2023 YTD Spend: $0
- 2022 FY Spend: $0
- 2021 FY Spend: $9.9k
- 2020 FY Spend: $192.9k
Top Industry/Vertical Spenders (by spend - YTD 2023): Plan B One-Step (48.5%), 44 Blue Pills (31.6%), Trojan (15.1%), and Promescent (4.2%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Durex under Sexual & Reproductive Health*
- 2023 YTD Spend: $107.3k
- STP 2022 Spend: $46.3k
- 2022 FY Spend: $376.6k
- 2021 FY Spend: $1.1m
- 2020 FY Spend: $112.7k
YTD Ad Flight Breakdown:
- Q1 2023 Spend (to date): $107.3k
- Q1 2022 Spend: $69k
- Q2 2022 Spend: $80.8k
- Q3 2022 Spend: $25.7k
- Q4 2022 Spend: $203.6k
YTD Impressions: 14.7m
Top Ad Types: Instagram (50%) and Facebook (48%)
Top Purchase Channels: Direct (100%)
Top Publishers: Instagram (50%) and Facebook (48%)
Top Industry/Vertical Spenders: Merk & Co., Natural Cycles, Procter & Gamble, (RB - Durex's parent company), Foundation Consumer Healthcare, and AbbaVie Inc.
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Local broadcast, Facebook, TikTok, and online video (primarily Youtube Android)
Social Demographics: Men: Primarily Gen-Z, secondarily millennials
Current Sponsorships/Partnerships: Diesel's Milan Fashion Week
Influencers & Brand Ambassadors: Lil Nas X
Recent & Upcoming Product Launches: Co-branded products with Diesel
2022-2023 Key Hires:
- Jennifer Daniels: Assistant Brand Manager - Intimate Wellness (August 2022)
Current Agency Roster:
Insight Sources: Broadcast insights estimated by StatSocial.