Insight Sources: Broadcast insights estimated by Podchaser.
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TRG | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (214) 891-5700
Primary Address
2801 North Central Expressway
Suite 100
Dallas,
TX
75204
USA
TRG Contacts
Contacts (5/77)
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James H. | Principal | TX | ||||||||||||
Sample of Related Brands
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Dale H. | Principal | TX | ||||||||||||
Rhonda C. | Brand Management Principal | TX | ||||||||||||
Pete L. | Principal | TX | ||||||||||||
David H. | Brand Management Principal | TX |
Client Relationships
Brand | Service | From | To | Media Spend |
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******** ******** *********** | Media Buying, Media Planning | * | ||
******** ***** ******* | Creative, Media Buying, Media Planning | * | ||
******** ****** ******* | Creative | * | ||
******** ******** *********** | Media Buying, Media Planning | * | ||
********-******** ***** | Media Planning, Media Buying | * |
WinmoEdge
American Lung Association's marketing chief departs (Score 32)
Sales lead: Keep an eye on this organization because a CMO hire will affect its marketing strategy & agency roster.
- The American Lung Association (ALA) lost its CMO, Julia Fitzgerald, in March 2023.
- Fitzgerald spent about five years leading ALA's brand/marketing strategy, digital, and communications.
- She is now the CMO of Build-A-Bear.
- We will be sure to let you know as soon as a replacement is named.
ALA's target demographic: Millennials & Gen-Xers with a male skew
Once it hires a new CMO, the organization will likely:
- Review the current agency roster/hire additional assistance
- Revise marketing strategy/experiment with new ad channels
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: ALA spent nearly $4.6m on national TV ads YTD, a huge jump from $421.4k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend skyrocketed from $388.2k in 2021 to $4.6m in 2022.
- Ad programming: It placed ads during programming such as NFL Football, NFL Football - Classic Replay, NFL Total Access, Good Morning Football, and NFL Now.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: ALA spent approximately $1.7m on digital display ads YTD, a 45% decrease from $3.1m spent in this channel during the same time period of 2022.
- YTD data: 220.4m impressions via desktop display (48%), Facebook (24%), mobile display (22%), Instagram (5%), and Twitter (1%).
- 2021-2022 spend: Full-year spend jumped from $6.6m in 2021 to $15.7m in 2022.
- Ad location: It placed 85% of these ads directly onto sites such as facebook.com, bloomberg.com, huffingtonpost.com, instagram.com, and timeout.com. It placed 15% of these ads through multiple indirect channels onto sites such as ebay.com, prizegrab.com, bgr.com, rollingstone.com, and sheknows.com.
Additional channel insights
- Vivvix: ALA also utilizes OOH, print, radio, and local broadcast.
- Top podcasts sponsored: WSJ What's News and 1A.
Agency analysis:
- Opportunity: Be prepared to reach out as soon as ALA finds a new CMO.
- Current roster:
- TRG: media buying & planning