Momvertising Opps: General Mills appoints media AOR (Score 53)

Sales lead: Get in touch to start offering ad space & to inquire about other agency opportunities. 

• General Mills (GM) completed the media review we mentioned when we told you about the company's new content marketing AOR in June. 
• The company selected Universal McCann to lead all global strategy, planning, buying, analytics, performance, and commerce.
• This replaces Mindshare, which picked up the account in 2015. 
• Mediasense handled the review.

Target demographic: Gen-X & millennial women (moms)

The company will likely:

• Revise media strategy
• Make additional agency changes 
• Continue increasing national TV spend (all brands have increased spend YTD besides Cinnamon Toast Crunch)

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

• To view our national TV spend chart for GM's top brands, please click here. 

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

• YTD spend: GM spent approximately $103m on national TV ads YTD, a 4% decrease from $107.8m spent in this channel during the same time period of 2022. 
• YTD data: 14.8b impressions via Facebook (63%), Instagram (23%), YouTube (8%), desktop display (4%), desktop video (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend equaled $136.8m in 2021 and $141m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitch.tv, and yahoo.com. It placed 1% of these ads indirectly through Google AdX+AdSense and The Trade Desk onto sites such as yahoo.com, buzzfeed.com, realsimple.com, walmart.com, and eatingwell.com. 

Additional channel insights  

• Vivvix: GM also utilizes OOH, print, radio, and local broadcast.
• Top podcasts sponsored: The Daily, The Joe Rogan Experience, The Dan Patrick Show, The Bobby Bones Show, and Stories from NPR. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so reach out now to be top-of-mind. 
• Current roster:
  • Golin: PR AOR
  • Erich & Kallman: creative AOR
  • Havas Worldwide Chicago: digital & social AOR
  • VMLY&R Commerce: creative AOR
  • Ingredient: strategy & digital creative AOR
  • Lumency: experiential