Wellstar appoints creative AOR amid CMO search (Score 40)

Sales lead: This appointment will likely lead to higher ad spending & possibly additional agency hires. 

• Wellstar Health System picked up Iris as brand strategy and creative AOR in October 2023.
  • The agency is responsible for campaign development.
• Wellstar's chief communications & marketing officer, Rick Toller, departed in August.
  • He is now the principal and founder of Centerline Strategic Communications Group.
  • We will be sure to let you know as soon as Wellstar hires a replacement. 

Target demographic: Millennials & Gen-Xers 

The company will likely:

• Ramp up ad spend
• Launch an ad campaign
• Review other agency relationships/build out its roster

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

• YTD spend: Wellstar spent approximately $828.3k on digital display ads YTD, down 17% from $1m spent in this channel during the same time period of 2022. 
• YTD data: 118.6m impressions via Facebook (73%), desktop display (15%), mobile display (5%), YouTube (3%), Instagram (2%), and desktop video (2%). 
• 2021-2022 spend: Full-year spend dropped 68% from $3.4m in 2021 to $1.1m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as facebook.com, ajc.com, wsbtv.com, youtube.com, and instagram.com. It placed 6% of these ads through multiple indirect channels onto sites such as wsbtv.com, answers.com, forbes.com, fandom.com, and people.com. 

Additional channel insights  

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

Agency analysis:

• Opportunity: Agency hires tend to follow one another, so get in touch now to see if Wellstar is looking for any more assistance. 
• Current roster:
  • Iris: brand strategy & creative AOR
  • Hearts & Science: media AOR