Thrivent appoints creative AOR amid spend declines (Score 23)

Sales lead: Reach out now to offer ad space.

• Thrivent selected mono as creative AOR in October 2023.
• The agency is responsible for marketing strategy, design, creative, and production.
• mono is also tasked with raising brand awareness and helping it reach younger consumers. 

Target demographic: Gen-Xers & millennials with a male skew

The company will likely:

• Ramp ad spend back up
• Launch an ad campaign
• Make additional agency changes

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Thrivent spent almost $35k on national TV ads YTD, just 54% of the $64.1k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped from $7m in 2021 to $66.9k in 2022. 
• Ad programming: It placed ads during programming such as MLB Baseball, NHL Hockey, NBA G League Basketball, Chicago White Sox Postgame Live, and NBA Basketball. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Thrivent spent nearly $2.7m on digital display ads YTD, down 16% from $3.2m spent in this channel during the same time period of 2022. 
• YTD data: 346.8m impressions via Facebook (52%), YouTube (18%), Instagram (17%), desktop display (9%), desktop video (4%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend plummeted from $12.4m in 2021 to $4.5m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, morningstar.com, and marketwatch.com. It placed 4% of these ads through multiple indirect channels onto sites such as yahoo.com, morningstar.com, foxnews.com, investing.com, and people.com. 

Additional channel insights  

• Vivvix: Thrivent also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Agency hires tend to follow one another, so get in touch to be top-of-mind. 
• Current roster: 
  • mono: creative AOR