Gen-X DIY Opps: Gorilla Glue announces new media AOR (Score 57)

Sales lead: This appointment will likely lead to spend shifts & additional agency changes. 

• Gorilla Glue (GG) appointed Curiosity as media AOR in October 2023.
• This replaces Empower, which picked up the account in 2013.
• Curiosity is responsible for both the GG brand and O'Keeffe's. 

Target demographic: Gen-X DIYers

The company will likely:

• Revise media strategy
• Continue increasing spend for the GG brand
• Make additional agency changes

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

• GG:
  • YTD spend: GG spent nearly $6.9m on national TV ads so far this year, a 5% increase from $6.6m spent in this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend equaled $6.7m in 2021 and $6.6m in 2022. 
  •  Ad programming: It placed ads during programming such as NFL Football, Two and a Half Men, Diners, Drive-Ins and Dives, SportsCenter, and NFL Football - Classic Replay. 
• O'Keefe's:
  • YTD spend: O'Keefe's spent approximately $1.3m on national TV ads YTD, down 46% from $2.4m spent in this channel during the same time period of 2022. 
  • 2021-2022 spend: Full-year spend fell by 12% from $5.8m in 2021 to $5.1m in 2022. 
  • Ad programming: It placed ads during programming such as The Young and the Restless, Mike & Molly, Home Town, The Talk, and Friends. 

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

• YTD spend: GG spent around $3.8m on digital display ads YTD, a 41% increase from $2.7m spent in this channel during the same time period of 2022. 
• YTD data: 392.4m impressions via YouTube (57%), Facebook (30%), and Instagram (13%). 
• 2021-2022 spend: Full-year spend dropped by 37% from $4.3m in 2021 to $2.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto youtube.com, facebook.com, and instagram.com. 

**The above digital spend information included the GG brand and O'Keefe's.**

Additional channel insights  

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

Agency analysis:

• Opportunity: I recommend offering PR, digital, or social media services. 
• Current roster:
  • Curiosity: media AOR
  • In-house: creative