super-bowl-agencies

Meet the Agencies Behind Your Favorite Super Bowl Ads

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While the New England Patriots and Los Angeles Rams plodded down the field at Atlanta’s Mercedez-Benz Stadium, the T.V. ads kept audiences entertained amidst the lowest-scoring Super Bowl ever.

The talk of your office today is most likely banter about which ads were most memorable — as well it should be! Rather than simply round-up the best SB53 ads, though, we wanted to take this opportunity to shine a light on the agencies that put the teams on their backs and delivered truly delightful, engaging, and watercooler-chat worthy spots.

Check out our top seven picks for this year’s agencies making big Super Bowl ad statements:

NFL 100: 72andsunny

Finishing first in USA Today’s ad meter, the NFL’s centennial commercial stole the show during Sunday’s broadcast. Featuring iconic players and epic recalls from games past, the ad was veritable who’s who of NFL lore. Behind this spot was 72andsunny, a full-service agency with offices in L.A., New York, and Amsterdam.

“I feel honored to help ring in the NFL’s centennial season with a piece of creative that brings to life the passion, energy and storied history of football,” Hollywood director Peter Berg (you may know his work, which includes Patriot’s Day, Lone Survivor, and more) said in a statement. “In fact, it’s one of the coolest things I’ve done in my career.”

While a talented, seasoned director and incredible on-screen talent like NFL stars make any ad more appealing, we know that 72andsunny must have done a ton of legwork to create such a well-received spot. Congratulations to the agency!

Pepsi: Goodby, Silverstein & Partners

The infamous question “Is Pepsi okay?” was answered with the idea that Pepsi is more than okay. With a variety of celebrities throughout the ad, Pepsi used it’s Super Bowl spot to promote its new marketing campaign called “For the Love of It.”

According to our WinmoEdge team, Pepsi has a total investment of over $15 million with creative AOR Goodby, Silverstein & Partners across its brands. With Coca-Cola running the Atlanta scene, Pepsi made an effort to outshine the rival effort by sponsoring the Super Bowl and this high energy spot featuring Lil Jon, Cardi B, and Steve Carell.

Goodby, Silverstein & Partners not only created this Pepsi ad but also 30-second spots for multiple other brands including Doritos and Bubly. As the creative AOR since 2017, total investment thus far totals $15 million, and it is clearly well worth it for such a strong attempt to overshadow Coca-Cola in their hometown. While an agency review is predicted, their work with Pepsi continues to get stronger! Great work, Goodby, Silverstein & Partners.

Avocados from Mexico: Energy BBDO

What length would you go to for an avocado? The millennial fruit made an appearance in an interesting ad in this year’s Super Bowl, featuring a canine show where dogs perform alongside their owners.

AFM will continue its “Savor Every Moment” campaign throughout 2019, and sources reported marketing spend will continue to increase in order to encourage growth. Creating one of the most interesting ads in the bunch, Energy BBDO succeeded in engaging customers in a unique way and lived up to their mission of energizing brands through their work. The Super Bowl commercial was the fifth consecutive for the company, with another job well done for the Energy BBDO agency.

Burger King: David, Miami & Mullen Low/Horizon

Burger King hasn’t made a Super Bowl ad appearance since 2006, and this year’s ad was simplistic and silent, yet still very effective.

The #eatlikeandy piece features archival video from 37 years ago of Andy Warhol eating a Whopper. The footage was originally captured for a film, but with permission to repurpose it Burger King capitalized on the opportunity to stand out among the typical Super Bowl commercial and communicate that Whoppers are for everyone, the famous, the poor, the wealthy etc.  

The agencies came together to produce an ad that would capture the viewer’s attention after not participating in the Super Bowl for an extended period of time. Congratulations to both agencies for transforming old-school footage into an edgier marketing approach depicting one of America’s most iconic artists.

Stella Artois: Mother

 

Since the beer industry is severely struggling against beer and wine, Ab InBev decided to launch a bigger Super Bowl initiative than ever before across all of its brands. Across the board, ads consisted of new products and outdoor content.

Stella Artois, in particular, used an approach with Sarah Jessica Parker and Jeff Bridges as icons of pop culture to target Gen-X and older millennials, following the celebrity trend with this year’s ads. With a recently named CMO, be on the lookout for more work and more progress in the “Change Up the Usual” campaign.

This year marked Ab InBev’s largest investment in ads for the game to date, and it paid off. The agency beautifully targeted the millennial and Gen-X demographic.

Bumble: FlyteVu/VMLY&R

In its first Super Bowl appearance, Bumble announced a campaign with Serena Williams called “The Ball is in Her Court.” Williams is the new Global Advisor and is on a mission to bring awareness to the feminist branding.

The ad addresses millennial and Gen-Z audiences in an effort to empower them while simultaneously introducing the company’s newer features. The agencies were extremely successful in promoting the brand’s core message of social change and the #inhercourt movement in a more touching and emotional Super Bowl ad.

Audi: Venables, Bell & Partners

After sitting out last year, Audi made a return to Super Bowl advertisements with a 60-second spot promoting electric vehicles. Audi plans to launch three battery electric cars in the next few years, with the e-tron SUV being this year’s focus, along with a cashew (random, we know).

This ad marked the company’s tenth in the Super Bowl, competing with other automakers such as Mercedes-Benz, Toyota, and Hyundai. The ad represents a significant moment for the electric car industry, which has never been publicized as heavily until now.

The odd yet humorous approach by Venables, Bell & Partners was one of the most well-received ads according to fans on Twitter. This extremely creative storyline will be one that people remember.

These brands and their media agencies specifically stood out to our team, but we want to hear from you! Let us know your picks for agencies that deserve some recognition for this year’s Super Bowl performance!

Casper’s Bright Idea Means Opportunity for Media Sellers

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New month, new reports. Welcome to this week’s #EDGEucation report! Our team of researchers brings you four actionable opportunities to pursue ASAP.

Keep your pipeline full of quality leads with Winmo’s advanced search feature and daily updates. Our data is verified every 120 days by an in-house team that grinds out information so that you can spend more time selling. We’ve got the right accounts and the right people for you to contact to ensure you and your team are crushing your goals.

If you find this week’s #EDGEucation report helpful, don’t hesitate to request a Winmo trial today for more stories just like these:

Media Opp:

According to the Drum, Tommy Hilfiger announced the departure of chief brand officer Avery Baker going to effect in June. Baker plans to serve as part of a new advisory board made up of outside advisors and CEO Daniel Grieder. However, a replacement for the position won’t be named with a plan to split up responsibilities among high-level executives.

This shift was followed by several others throughout the marketing department, suggesting an agency review within 12-15 months. While media is handled in-house, the opportunity lies in a digital push with a more focused target on a younger Gen-Z and millennial audience.

Revenue reported a 3% rise from Q3-Q1, so be expecting more available dollars towards marketing spend. According to Adbeat, digital display spend over the past year totaled $478 K. Overall spend in 2017 increased to $4.1 million compared to $2.9 million in 2016. With spend, increasing and new products, don’t hesitate to reach out sellers. A review is expected in the next 9-12 months, if not sooner.

Media Opp:

Casper is making its first big move in the technology realm with the adult night light just released. The brand continues to attempt to establish a name as a lifestyle brand rather than simply a product.

Casper has not yet defined a top spending period, so don’t hesitate to reach out year round. With a millennial and Gen-X audience in mind, it’s not surprising broadcast, digital, print and social media are typically top channels of investment.

Last year, Casper brought on board a new CMO from its creative agency, Huge along with several other hires on the marketing team. Media work is expected to be available with Ocean Media approaching average tenure, so be on the lookout for a review likely within the next 9-12 months.

Adtech Opp:

Brinker, Chili’s parent company, recently reported a 20% to-go sales increase during the quarter due to increased marketing efforts. The strategy is shifting towards an emphasis on digital platforms, making it more efficient as a whole.

Planning and buying periods historically have been Q2 and Q1. Keep in mind that Chili’s typically targets a millennial audience with a slight female skew.

National TV spend in 2017 totaled $91.8 million, decreasing slightly in 2018 with a grand total of $82.2 million according to iSpot. With Ellie Doty recently taking over marketing leadership, be ready for shifts on the horizon. A larger focus on digital creates opportunity for more work within the coming months.

Sponsorship Opp:

Regis Corporation, the parent company of hair salons such as Supercuts, has seen negative YOY reports due to several reasons. In order to combat these losses, the Regis Corporation plans to build up their partnership with the MLB, and extremely effective channel for targeting their male demographic.

Along with several other marketing promotions and hires, one notable shift on the sponsorship side is Madeline Spott, a social media specialist who works solely on the MLB partnership.

Although marketing display is declining, dollars appear to be shifting towards digital. Specifically, iSpot reported $6.6 million on national Supercuts TV spots in order to reach sports-oriented audiences. Keep Regis Corporation on your radar as they continue to search for ways to generate success.

adtech-opportunity

AdTech Opportunity: P&G Considers Taking Programmatic In-House

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Lucky for you, we’re giving you the chance to fill your last Monday in January with new business opportunities to put on your radar. This week’s #EDGEucation report focuses on four actionable stories that will keep you and your team a step before competitors.

Our WinmoEdge team of experts works tirelessly to put prospects in front of you first. Everyone is reacting to the same industry news, and our WinmoEdge insight will make sure you know how, when and what to pitch before anyone else. The accuracy of our information comes from cold, hard data and an in-house research team that verifies key decision maker contacts every 120 days.

To give you a taste of the magic, here are four new business opportunities to finish your month strong. As always, if these stories are helpful for you and your team, request a Winmo trial today for more just like them.

Media Spiked Seltzer Opp:

Ab InBev finished up their spiked seltzer rebrand just in time for the Super Bowl, now referred to as Bon & Viv Spiked Seltzer. The rebrand included new packaging, more flavors, and a switch to less alcohol catering to reports that determined younger generations aren’t drinking as much.

The first seltzer on the market will appear in a Super Bowl ad in an attempt to attract a younger demographic and get the word out on the rebrand progress so far. Their demographic is slightly female-skewed, and spend is typically highest in the spring and summer pairing with the warmer weather.

When pitching, keep in mind the brand is competing with countless others for millennial attention. iSpot reports national TV spend totaling $3.8 million over a five-month period in 2018. While Adbeat does not currently have digital display data, the brand definitely uses digital to some extent and is expected to also work through experiential and sponsorship channels.

Competition will include creative agencies such as Praytell, Deutsch, and Blue Marlin to name a few. Also, look out for media agency since 2017 360i. A female focus on pitches is key, and come prepared with ways to incorporate the brand’s new commercial strategy.

Agency Carestream Opp:

Another CMO shift, another agency review. You know the drill. Carestream Dental found the CMO they have been searching for because they named Greg Marko global chief marketing officer, effective January. His background includes a most recent position as global key accounts and category development head at Johnson & Johnson Vision.

Jeffrey Farm also moved into the director of marketing and business development position in October to add to the mix up in leadership. These changes shift Carestream to a predicted agency review within the next 9-12 months potentially.

When pitching, be sure to focus on increasing awareness throughout the dental community. The company typically uses digital and social. With spend going up, those with high ROI should reach out and be ready to target decision makers in the dental realm, mostly around the Atlanta HQ.

AdTech P&G Opp:

Procter & Gamble is currently going through a period of testing and trials. To start, its agency model is being tested, which recently saw Dentsu’s Carat and the in-house team receive a larger portion of media.

As part of this agency testing, P&G is also giving its brands the choice to take operational work, planning, digital buying, search and programmatic in-house. We’ll keep you updated on any reports signaling a P&G brand taking any of these accounts in-house.

P&G historically brought work in-house to cut costs and improve efficiency. While its likely more work will be taken in this direction, keep in mind in-house can be extremely costly and time-consuming.

Typical spending spikes occur in H2, and specific increases have gone to TV and radio in recent months. TV spend is expected to remain the focus throughout the year, and be sure to target women and moms who serve as the brand’s main demographic.

Agency Jamba Juice Opp:

After being acquired by Focus Brands last year, Jamba Juice named Geoff Henry its president, effective January. His background includes holding Coca-Cola positions such as VP of Marketing and senior brand manager.

Along with naming a president, Shivram Vaideeswaran was also named CMO, effective January. With experience as CMO at Blaze Pizza, Vaideeswaran brings restaurant industry knowledge to the company. The roster changes were completed with the promotion of operations director Jaime Denney to operations VP.

The brand’s typical planning and buying periods are Q2 and Q3, investing in broadcast, digital and print. The target demographic better-for-you consumers with a slight female skew. Although overall spend has declined, look for a rise with the new CMO and a potential shift in strategy as well.

With all of the change happening with this brand, reach out soon for work. Signs of an agency review are present, with one expected 6-9 months from now according to our team of WinmoEdge experts.

 

UK-opportunity

U.K. Prospect Watch: Heineken, Kerry Food, and More

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Lucky for you, your month just got a little brighter thanks to Winmo’s predictive sales intelligence platform, WinmoEdge. Starting this month, we’ll be rounding up business opportunities in order to #EDGEucate you on actionable predictive insights each month, giving you a taste of what WinmoEdge has to offer and a leg up on your competitors.
The predictive sales intelligence provided in WinmoEdge is reported on and tracked by an expert team of researchers that provide daily updates that could change the prospecting game for you and your team. Our information is always up-to-date with contact information, insight on key decision makers, and the latest strategy shifts and roster changes. Our goal is to make sure you know how, when and what to pitch before anyone else.
If you see something that strikes your eye this month, request a Winmo trial and discover even more opportunities highlighted within the platform. Don’t miss monthly chances to #EDGEucate yourself on the latest and greatest reports.
Although it’s tough to choose just six opportunities of the many we provide monthly, we’ve picked the top January opportunities for you to pursue now:

Heineken Opp: 

Heineken is preparing to launch its new alcohol-free line of Birra Moretti across the UK in March. A campaign is set to run digitally as the products roll out in stores.
The company’s total spending has remained consistent over the last couple of years. In the first half of last year, £8.4m was spent and the top channels which took up most of the budget were TV (£3.5m), cinema (£2.1m) and outdoor (£1.3m). According to reports, Heineken has invested more in digital within the last year than it did in the last two.
Aside from this, the company also promoted a few marketing managers in recent months. Since Heineken spends more in Q2-3 throughout summer campaigns, so we advise that you get in touch to secure revenue. Time’s ticking and planning is likely underway now.

Gocompare.com Opp:

Our Edge team warned that Gocompare.com may review its accounts after the appointment of CMO Zoe Harris last summer and they were right! The price-comparison site is looking for an agency to support its creative efforts.
GoCompare has spent £14.3k YTD on desktop-and-mobile-display, according to Adbeat. This is well down from the £101.2k spent in the previous 12 months. The site places its ads programmatically.
 
GoCompare released its ‘Onwards & Upward’ spot at the top of the year and although Q1 is the peak spending period, it would be wise for sellers to approach to catch pounds throughout the year.

Kerry Foods Opp:

Kerry Foods may be getting ready to make some strategy changes since Managing Director of Brands & Chief Marketing Officer Nick Robinson was promoted from CMO at the start of the year. These shifts signal opportunity for a review predicted within the next 9-12 months.
The leader in global food markets is ready to expand into more retailers. It recently acquired Southeastern Mills’ SEM plus Ariake USA for about £286m. Kerry Foods’ digital display spend for the last year is low with a total of £501 and 99 percent of the ads were placed programmatically. According to Adbeat, ads over the last 24 months totaled £569.
Last month, the company acquired Southeastern Mills’ SEM and Ariake USA, leading to even more effort to engage their target demographic of mothers and families. Sellers should watch for reviews and shifts as the new CMO settles into his role. We also encourage you to go after last-minute Q3 opps. Be sure to mention radio, press, cinema, and TV when talking about channels to lean on.

Theorum Solutions Opp:

Theorem Solutions manufactures products and solutions that aid in the leverage of a company’s CAD and PLM assets. The service provider appointed Chief Marketing Officer David Francis last November after expanding the leadership team in 2018.
The company also hired a number of new marketers to assist the new CMO so agencies and martechs of all sorts (media, creative, digital and PR) should approach to pitch for the business. With all the changes in leadership, new product updates and launches are inevitable. Press and online sellers specifically are encouraged to make moves immediately since these are proven marketing channels within a B2B and technology company.

Macallan Opp:

The luxury whiskey brand under The Edrington Group, Macallan, launched its first global campaign with the help of new global creative AOR J. Walter Thompson. The agency launched the “Make the Call” ad in Dubai but the campaign will expand to the UK, Taiwan, the USA, Mexico and China across TV, cinema and digital.
Macallan’s releases new products consistently throughout the year and targets affluent millennials. There should be an increase in travel retail marketing in the near future and it’s good to note that the majority of Macallan’s budget goes toward digital channels. Marketing director Glen Gribbon reported that areas of focus over the next few years include personalization, storytelling through social, and increased loyalty through CRM programs.
Branded media spend has increased and the company has promoted a few members of its marketing department. Nielsen reports Macallan spent £71.2k on measured media in H1 2018, which consisted of outdoor (£63.8k) and press (£7.4k). Don’t let the opportunity to drink up pounds pass you by, with an expected increase in global digital spend as well.

Pynk Opp:

Pynk, the newly-formed retail investment fund, will be launching sometime this year. The company’s leadership team includes Co-founder & CMO Mark Little, Co-founder & COO Rupert Barksfield, CEO Seth Ward and Director of Product & Co-founder Philip Fletcher.
We urge agency and martech readers to approach because the company is new and its accounts might be up for grabs. Those who are interested in vying for a spot on the roster should approach since new leadership could initiate reviews. Be sure to keep an eye out for new marketers in the meantime.
The top of the year and the end of the year tend to be the times when financial companies spend the most. So if you approach for upcoming Q4 opps, suggest a strategy with a major focus on press and online campaigns.
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Sales Podcast: Introducing the Win More Podcast

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If you’re anything like us, you’re not new to the podcast listening game. Perfect for the morning commute, lunch break, or walking the dog, podcasts are an easy way to learn and grow, both as a person and a sales professional. There are already a ton of great sales podcasts available to download, but we’re adding one more to the mix: Win More, the new sales podcast from Winmo.

We’re not here to clutter your feed with more interviews or interesting-but-not-actionable conversations. Instead, Win More takes the most valuable predictive sales intelligence information sales podcast quotewithin the Winmo platform and serves it up to you on a silver platter. Our sales podcast is actionable; the insights and updates that we intend to profile in our conversations with industry experts go further than the best tips for cold-calling. No, our sales podcast is going to tell you WHO to cold call, surfacing the best opportunities for new business development and the most impactful decision maker moves in the agency, media, adtech, and sponsorship industries.

Launching today is our first episode, “New Year, New Business.” Highlighting Winmo’s 2018 CMO tenure report, released in December, we’re sharing a conversation with Winmo CMO Jennifer Groese, an industry veteran who is intimately familiar with the pressures and expectations of CMOs, and Betsi Nelson, Managing Editor of WinmoEdge and author of the CMO report. These women offer expert insights and ways to take action on the data shared within the CMO report, providing valuable perspective on the definitive CMO tenure study in our industry.

We invite you to listen and share your feedback — what you want to hear, what information you’d find most valuable, and more. Our podcast is in its infancy and is likely to evolve and grow with our listeners and Winmo customers, so we welcome your feedback!

In addition to plugging our podcast, we wanted to share some other sales podcasts that get it done. We hope you give all of these a listen! Not seeing your favorite sales podcast mentioned? Drop it in the comments! We’re all ears.

5 Sales Podcasts to Play on Your Commute

  1. Win More: We had to do it. With exclusive intel that you’re not going to find in any other podcast, Win More is the perfect way to start your morning. Pro tip: play the podcast on your way into work, then log into the platform when you sit down and pull contact info for each prospect outlined. Boom. Prospecting: leveled up.
  2. B2B Growth Show: This daily podcast is an excellent resource for new business professionals looking to reach and exceed their goals. With tips about sales team management, creative pitch strategy, and more, this is a fantastic way to start your day.
  3. Sales Success Stories: This show is a wealth of incredible insights from the top 1% of sales professionals, covering everything from top recommendations for sales books to everyday habits and routines of successful people. Beyond the podcast is an amazing community, making this podcast a worthy investment of your time!
  4. The Sales Evangelist: Another daily show, this podcast is featuring quick, timely tips for B2B sales, making it an incredible resource for daily inspiration.
  5. The Sales Podcast: Do you have sales questions? This sales podcast has answers. Featuring incredible FAQs and detailed replies from some of the industry’s most common issues, this show is a fantastic way to learn from others’ mistakes, successes, and common questions.

New Business Opportunities You Can’t Miss

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Updated: June 13, 2019

Finish your week strong with updates on the latest leadership changes, strategy shifts, and spending reports. We’re highlighting actionable opportunities for you to pursue now, what more could you ask for?

These insights are provided by our team of WinmoEdge experts that create daily updates on industry news to keep you in the know and winning more business. This report includes a “Told Ya” follow up to demonstrate the timeliness and accuracy of our data.

WinmoEdge translates industry shifts into quick reads you can act on. If you find this information helpful for you and your team, don’t hesitate to request a Winmo demo for more stories just like these.

JCPenney On the Hunt for New CMO

Retailer JCPenney has been a story of shifts recently with the announcement that CMO Marci Grebstein will step down in February, following other executive shifts prior to this move. JCP named a new CEO three months ago and is currently on the hunt for a chief customer officer.

Agency Opportunity: As you know, the changes are an effort to combat struggles for the retailer. The hire of a new CMO will present opportunity for agencies with a predicted review on the horizon.

Media opportunity: Since reviews tend to follow each other, this also presents itself as a media opportunity to watch. Media has been out of OMD for years, and digital is split between R/GA and WP Narrative. CEO Jill Soltau reported in a recent earning call JCP’s main focus is finding what demographic to target and the best way to do so. Typically engaging with the Gen-X and boomer audience, JCP may switch targets with their evolving marketing strategy.

A rise in spend has occurred across all channels excluding print and radio, which declined in recent months. Spend will continue to increase in an attempt to overcome the company’s rough period. Don’t hesitate to reach out, and keep them on your radar for Q2 and Q4 when spend is typically highest.

Update:

Agency & Martech Opportunity: JCPenny found a replacement for recently-departed CMO Marci Grebstein, but its not another CMO. The brand hired Shawn Gensch as its first EVP and chief customer officer, effective June 3, 2019. This hire was followed by other lower-level shifts, signaling agency reviews within the next 3-6 months. Agency and martech readers are encouraged to reach out for work. Focus pitches on helping JCP combat continued struggles, and engage a younger audience.

Media Opportunity: Sellers with the ability to reverse struggles through an omnichannel approach are encouraged to reach out as well. Keep in mind highest spending periods are typically Q2 and Q4.

Request a Winmo Demo for Access to JC Penney Decision-Maker Contact Info

Told Ya: Harley-Davidson Calls For A Creative Review Under New CMO

Agency Opportunity: Our WinmoEdge team of experts is known for the timeliness and accuracy of their predictions. Following their update in November 2018, Harley-Davidson is now in the middle of a creative review after hiring SVP and CMO Heather Malenshek. We’re taking this as a moment to say “told ya” that a review was imminent.

Some sources report that the finalists in the current creative review include Droga5, Deutsch LA, and R/GA but as always we’ll keep you updated as we know more. The agency chosen will be responsible for expanding brand appeal, and reaching different audiences including markets in China and India in the future.

Media Opportunity: With the new agency, a new campaign is predicted as well, so sellers should reach out to stay top-of-mind for work. With other new marketing hires, Harley-Davidson is in a transforming mode in an attempt to reach millennials, women and multicultural demographics. Spend is constant year round, and those with automotive experience in particular are encouraged to reach out.

Update:

Media Opportunity: Harley-Davidson completed its creative review and tapped Droga5 in an effort to bring on new ideas and therefore new customers. Sellers are encouraged to reach out because Droga’s first campaign is slated for later in the year. Harley-Davidson is working to increase engagement among women, along with multicultural audiences and millennials. Keep an eye out for dollars tied to new products also.

Agency Opportunity: Agency and martech readers are encouraged to reach out, particularly those with automotive experience. Reviews tend to follow each other, and we expect an agency shift to occur in 3-6 months. Competition will likely include media AOR since 2016 MullenLowe MediaHub.

Request a Winmo Demo for Access to Harley-Davidson Decision-Maker Contact Info

Ruby Tuesday Struggles Amid CEO Departure, Hires New CMO  

The struggles continue for Ruby Tuesday as they lose another CEO. Ray Blanchette departed in September to take over as CEO of rival TGI Fridays. However, the company did name Jennifer Boyd Harmon as its new CMO, effective June.

Agency Opportunity: These executive shifts were followed by lower-level personnel shifts as well. With changes throughout various positions, agency reviews are likely within the next 3-6 months.

Media Opportunity: Media may have the best luck since Ruby Tuesday is still looking for a replacement for media AOR Horizon, and there are rumors of imminent media reviews. Competition for creative will likely come from MARC USA, who has been on the account since late 2016.

Focus pitches on helping Ruby Tuesday combat declines and stand out from competitors such as TGI Friday’s, Applebee’s and Chili’s. Broadcast is a main channel of focus, and sellers are encouraged to reach out with ways to engage millennial families through omnichannel TV strategies. Planning typically takes place in Q4 and buying in Q3.

Request a Winmo Demo for Access to Ruby Tuesday Decision-Maker Contact Info

Mitsubishi Taps First CMO Amid Digital Shift

Media Opportunity: Mitsubishi Motors North America tapped Kimberley Gardiner as its first VP and CMO, effective January. Mitsubishi tapped BSSP as its creative, social and digital AOR at the end of 2017 and expanded Amsterdam Worldwide’s role to lead global brand AOR two months later. These relationships are relatively new and likely won’t change. However, media work has been handled by PHD USA since 2004, past the agency tenure of 3-4 years. Mitsubishi will likely shake up strategy to more effectively reach consumers.

Recent shifts include a heavier focus on shifting from TV to digital. This shift resulted in the best sales since 2007, and will likely continue with an increase in spend to support these efforts. Mitsubishi spends year round, with a spike during Q4. Keep in mind their demographic has a male skew, with an increased focus on Hispanic marketing.

Agency Opportunity: As Mitsubishi attempts to increase Hispanic engagement, work for multicultural agencies will become available.. Since 2014, its Hispanic engagement has increased 103%. However, be sure to also focus pitches on how Mitsubishi can combat long-lasting struggles and how to differentiate the company from competitors.

Request a Winmo Demo for Access to Mitsubishi Motors Decision-Maker Contact Info

Looking for more opportunities outside of agency work? Here are three additional opportunities for vendors, media sellers, and sponsorship sellers:

RXBar Names New CMO Amid Spend Increases

The Kellogg-owned RXBar snack brand named Victor Lee their new CMO, effective January. Previously digital marketing SVP at Hasbro, Lee brings marketing experience to the team that will prove extremely valuable as they look for ways to expand.  

Media Opportunity: In an attempt to target a millennial demographic, RXBar invests in TV, digital radio and social media with no particular highest spending period throughout the year. This brand is one to keep on your radar with a reported increase in digital display spend in the past year. According to Adbeat, $305,600 was spent on digital display in the past year, mostly through direct.

Agency Opportunity: With a new CMO hire and continued success, RXBar’s growth is something worth being a part of. We recommend reaching out soon for work with a potential review on the horizon within 6-9 months likely.

Request a Winmo Demo for Access to RXBar Decision-Maker Contact Info

Kabbage Launches First Major TV Campaign Amid Spend Increases

B2B financial service provider Kabbage rolled out its first major national TV campaign, made by Eleven. Founded in 2009, Kabbage has provided over $6 billion of funding to more than 160,000 businesses. The success continued into 2018, which marked the accomplishment of small business access to over $10 million daily.

Media Opportunity: Be on the lookout for work year round, since a period of highest spend has not been established yet. When pitching, keep in mind their demographic is mostly male. According to Adbeat, in the past year, Kabbage has spent $209,800 on digital display.

Agency Opportunity: Our WinmoEdge team doesn’t have a media on record for Kabbage, and with such a quick rate of growth, this could be a necessity in the future. Another reason to be on high alert is several recent hires that signal a potential for and AOR shift.

Request a Winmo Demo for Access to Kabbage Decision-Maker Contact Info

Electronic Arts Concludes Media Global Review, Continues Spend Shifts

Media Opportunity: Electronic Arts concluded its global media review and selected GroupM’s m/SIX, after incumbent since June 2014, Starcom, lost the account early in May. Under the new agency, we are likely to see campaigns launch, so sellers should reach out in order to remain top-of-mind.

Sponsorship Opportunity: EA typically spends the most during Q3 and Q4 due to winter holidays, and also before upcoming games. Channels out focus usually include outdoor, print, radio, experiential and sponsorship. With an expanded marketing team and increases in spend, don’t hesitate to reach out for partnership opportunities since new personnel are likely to evaluate current sponsorship strategies.

Request a Winmo Demo for Access to Electronic Arts Decision-Maker Contact Info

2019-year-of-closer

2019: Introducing the Year of the Closer

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If you’re anything like us, it feels like 2019 is already in full swing. But before we get too deep into a new year, we wanted to take a minute and address what’s next here on the Winmo blog.

Dedicated readers will know that the Winmo blog has always been chock-full of educational, value-add content for new business professionals; that’s not going anywhere — just the opposite, in fact! In 2019, the Winmo blog is going to deliver even more timely, actionable new business development news and information, but in fresh and exciting formats. From the recent introduction of our weekly #EDGEucation series (featuring four white-hot leads for the agency, media, adtech, and sponsorship industries), to the launch of our new lead-heavy podcast, Win More, we believe that the Winmo blog is quickly becoming a new business information hub.

Guiding our ever-growing content initiatives is one central theme: The Closer.

If you’ve had the chance to visit a Winmo booth at trade shows like FestForums or ANA Masters of Marketing, you’ve probably seen our highly coveted “I’m a Closer” hats and totes. This year, we’re expanding on our #ImACloser hashtag and swag by creating content that elevates and celebrates the Closers in our community.

Who’s a Closer, you ask? Put simply, a Closer is a new business professional who’s looking for strategies, tips, and resources that make achieving lofty goals more attainable. A Closer is focused, motivated, and invested in delivering exceptional new business results. A Closer closes big deals and exceeds expectations. Frankly, you’re probably a Closer! Truthfully, the Winmo community is one of Closers; it’s what makes features like WinmoTalk so valuable and conversations among clients so resonate.

We’re focusing on Closers this year because we’re deeply invested in putting our proprietary data, prescient lead tips, and accurate, timely information in the hands of those that most need and use our insights. We’ve always wanted you to grind less and sell more; this year, we’re committed to finding new ways to do that.

We hope that you, our Closer community, will use our content to close more deals. And what naturally comes with more wins? More celebration. In that spirit, we want to know when you close your next deal. At the very least, you need an #ImACloser hat (you’ve gotta let the people know). So please, send us an email, LinkedIn message, or carrier pigeon when your next deal closes!

Consider this blog a formal decree: 2019 is The Year of the Closer. We’re ready for big things, and we expect that you are, too.

To kick your year off right, we’ve launched a ton of exciting content. Some highlights include:

  • Our Monday #EDGEucation report, a must-reference opportunity guide.
  • A new agency-focused eBook, CMOs to Target: Q1 2019, including names, numbers, and live-linked direct email addresses.
  • An eBook highlighting seven brands in media planning-mode! Ditto on the names, numbers, and live-linked direct email addresses.
  • A little inspiration in the form of a new blog featuring eight tips to help your work on your new business form and get back to best practices.
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Winmo Announces New U.K. Partnership With Upfront

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Winmo has announced a new exclusive partnership with U.K.-based Upfront Business Development. The agreement enables Upfront to offer its U.K. clients access to Winmo’s best-in-class database, which profiles top brands, agencies and the decision-makers in their ranks.

Last month, Propeller Group, a long-established B2B PR, content and events agency for the media, advertising and tech sectors, acquired a majority stake in Upfront Business Development.

Winmo CEO Dave Currie said of the partnership, “Accelerating growth is at the forefront of every one of our clients’ minds. Partnering with Propeller Group creates the U.K.’s most powerful, single-source destination for advertising and media sales professionals who target national advertisers, their agencies and technology providers. Consistently exceeding your sales quotas just became more attainable.”

This deal will give Upfront and Propeller clients exclusive access to data and insights that fuel profitable prospect relationships, including:

  • Brand-Company-Agency Relationships
  • Media Spend by Channel
  • Campaign and Agency Review
  • Predictions

As part of the deal, Upfront will be integrating its existing Stay Upstream product into the Winmo platform, which integrates seamlessly with other sales automation and inbound marketing platforms including Salesforce and HubSpot.

Jody Osman, managing director of Upfront, said “Winmo is a best in class new business tool, providing the latest brand insights and some really exciting predictive intelligence. We’re delighted to announce that Propeller Group and Upfront have an exclusive UK partnership with Winmo. We felt it was vital that our new integrated PR and business development proposition had data and technology at the heart of it. We’re really excited to have Winmo in place to support and drive new business activity for clients.”

For more information about the partnership and UK opportunities, click here.

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4 New Business Opportunities For You

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Want updated new business opportunities for 2019? Get them here.

The Monday blues are a real thing. It can be tough to say goodbye to the weekend and hello to the office. We’re here to brighten the start of a new week with our #Edgeucation report, bringing you four new business opportunities to pursue now.

Our WinmoEdge team of experts provides you with decision-maker moves, forecasted sales opportunities, spending shifts, account moves, and product launches to name a few. With stories such as the ones below, you’ll stay one step ahead of your competition and tackle your sales goals with confidence.

If this week’s wrap-up is a game changer for you, be sure to request a Winmo trial in order to ensure you and your team are reaching the correct contacts at precisely the right time using our WinmoEdge insight and updates.

Media Sales Opportunity:

Lowe’s has unveiled a new slogan, using the phrase “Do It Right For Less.” While some may call it a strategic shift, it’s eerily similar to Home Depot’s “More Saving. More Doing.” motto. In an effort to end Lowe’s struggles, CEO Marvin Ellison has leaned heavily on his prior experience at Home Depot, borrowing numerous ideas from his previous career there.

Regardless, the announcement of this new slogan will come with a campaign expected to launch in February. Lowe’s is putting a heavier emphasis on the Do It Yourself customers, and also targeting more of a millennial male demographic. With improvements needed, Lowe’s has made e-Commerce and improving customer experience top priorities.

National TV Spend totaled $299.1 million in 2018, a rise from the 2017’s totaled $289.6 million according to iSpot reports. Adbeat reports digital display spend over the past year totaled $4.4 million and were placed primarily via direct buy.

Don’t miss the opportunity to capitalize on the brand as they continue to attempt and make a comeback. Keep in mind there has been a heavier focus on personalized marketing through digital and localized channels when pitching.

Adtech Sales Opportunity:

Lyft and Uber continue to compete for the passenger loyalty, and Lyft highlights all the reasons driving is a pain in their last two spots, “Nope/Yep” and “Yep, You Can.” The aim of these campaigns is to emphasize the freedom Lyft gives passengers to say yes to more because of the perks and opportunities Lyft provides.

The Drum reported, “the two spots are just the beginning as Lyft’s brand team kicks off 2019,” so more opportunity lies ahead. Overall spending has dropped, which is predicted to change with all the new personnel added over the past few months.

Lyft qualifies as an Account In Jeopardy on our team’s Vulnerable Account Index after hiring CMO Joy Howard in October, meaning signs of an agency shift are present with a review predicted 6-9 months out. Agency shifts have not been announced just yet, so Adtech readers are encouraged to keep Lyft on their radar for work.

Agency Sales Opportunity:

In 2017, Kroger announced their plan to redefine the way America eats and deliver more value for customers. Clearly, this is no small task and it continues to be a work in progress. Kroger has made progress on their goal with a recent announcement to test displaying feature pricing and nutritional information on digital billboards. Kroger Ship was also recently launched in an effort to appeal to those who struggle with shopping, along with Kroger Delivery.

So what do these improvements have to do with you? Kroger wants to market these e-Commerce and technological advancements through multiple channels. Digital and TV spend have increased recently, and a digital focus is expected with a focus on personalized messaging. Adbeat reports digital display spend over the last year totaled $8.7 million, and a continued rise in spend is expected.

Since the hiring of Gil Phipps to VP of branding and marketing in August, agency changes have not been announced. We recommend keeping Kroger on your radar for work and pitch with a focus on an omnichannel strategy.

Agency Sales Opportunity #2:

Subway has landed a place on the Vulnerable Account Index as review imminent, predicting an expected agency shift to occur in the next 3-6 months following the announcement of CMO Joe Tripodi’s retirement. Roger Mader, co-founder and managing partner of Ampersand will serve as acting CMO until a replacement is found.

As we all know, with a new CMO often comes an agency review. Amid continued struggles, Subway’s reported total 2018 spend has decreased slightly from that of $219 million the previous year. According to Adbeat, the company has spent $3.7 million on digital display ads in the past year compared to $6.3 million dedicated to digital the previous year.

Our team suggests reaching out soon to ensure you’ll be top-of-mind once a replacement is found, focusing on their target demographic typically targets males and the millennial consumer.

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8 Tips for Tackling Sales Goals

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New year, new goals. Sales is not a simple profession, but by keeping these tips for tackling sales goals and approaches top of mind, hitting your big goals may just be a little bit easier.

Goal setting can be exciting, but it can also be incredibly intimidating. We know planning to crush sales goals even more in 2019 is on everyone’s agenda, so we’ve put together some actionable tips for not only meeting sales goals but dominating them.

1. Make Prospecting a Priority

If you’re looking for a smarter way to open doors, it’s crucial to use a sales intelligence tool to ensure you are keeping your pipeline full of qualified leads. By spending a brief amount of time in a product like Winmo, you can whittle down thousands of contacts into a list of prospects that match what you’re selling.

Prospecting can be done in other ways as well, such as providing potential clients relevant information in articles, webinars, etc. that remind them you are keeping them top of mind and making that extra effort to express your interest in them. Communicating great content increases credibility and facilitates effective sales conversations. It shouldn’t always be an ask from the prospect, sometimes you need to give before you take. This doesn’t necessarily have to be related to the product. but offers enough value to make them appreciate it.

2. Monitor Goal Progression

The best goals are measurable. Rather than always maintaining a big picture view, sometimes it’s helpful to break goals down into what is required of you monthly and even weekly in order to hit your annual target. This approach proves the goal to be much more attainable and will keep you on a specific track to what needs to be done.

While a goal can seem intimidating on an annual scale, it typically seems more attainable when broken down into what is required of you in shorter increments of time. This approach also helps you and your team stay focused on progress and determine what still needs to be accomplished. Monitoring goal progression allows you to be more agile throughout the sales process and make any needed changes as soon as possible.

3. Require Referrals

Setting a personal goal for a certain number of referrals per week is a very effective strategy. We all know it’s easier selling to a customer who is already familiar with the product, views you as a credible source, and has already shown interest or a need for the product. One way to encourage referrals is to motivate current clients with an incentive, such as a gift card or discount as a prize for referring the product to someone.

This step in the selling process is often overlooked, and it is one of the simplest ways to grow your client base working as a team with current product users. Demonstrating to others that your current clients trust you is the best marketing you could do for the company. This comes from a neutral voice and a fresh perspective rather than the company website or your own personal opinion. Don’t let this hide on your website either, mention referrals throughout every step of the sales process in emails, calls, and truly any way possible.

4. Solicit Feedback

It is important that you ask for feedback on two fronts: your customers and your coworkers.

As your fellow employees, other sales reps may be able to highlight situations from a different perspective that you have not previously considered. Professional development is an area we emphasize here at Winmo, and when you’re working with so much talent you don’t want to miss an opportunity to learn and grow in your career.

On the other hand, asking customers for feedback shows that you value their opinion and that you are trying to provide the best service possible which is always helpful as long as it remains constructive. The best companies are always looking for ways to improve and serve their customers more efficiently, and productive feedback and communication ensures everyone is on the same page.

5. Response Time is Key

According to studies, your likelihood of contacting a lead decreases significantly five minutes after a lead fills out a web form. In a matter of minutes, your lead’s interest decreases. The average company takes 42 hours to respond to a lead, but leads should be passed and contacted as soon as possible. A whopping 35% to 50% of sales go to the team that responds first. One way to make timeliness a priority is to track the response time for each sales rep. Individually and as a team, this will develop an atmosphere of accountability on staying on top of the competition.  

6. Always Provide Clear Next Steps

One important question to ask yourself is how you end conversations with clients. Clarity throughout the process is absolutely essential for success. Try to make as much planning progress as possible while you have them on the phone. Never leave a customer wondering when or if they are supposed to get back in touch with you. Adding clarity to each conversation will reduce the amount of follow-up and hassle attempting to get in touch with a prospect after initial contact has already been made.

7. Sell Business Results and Outcomes

In the past, it was possible to sell simply your product or service. However, now it is crucial to pitch the business results that will be found through using the product you are selling. Selling has become more costly while buyers have become more informed. When selling, remember that you are an expert in the field and the first step is to educate on the value your product offers. This can be done by highlighting certain tools within your platform and addressing the best way to overcome competition.

You must explain how you are solving the problem, and why saying yes to your product will make their lives easier. Be sure to communicate the results and outcomes you and your company could help them achieve after listening to the specific challenges they are facing. Providing data of prior client success in this step is also encouraging and in turn, adds credibility to your proposal.

8. Combine Forces

A big component of sales is using your resources and capitalizing on qualified leads.  Cohesiveness with the marketing department is essential for success and will give you more time to sell. Today, you can find an opinion or information about pretty much anything online. Buyers can go as much as 60-70% of their decision-making process without ever having to engage with a salesperson. Modern buyers use social media, forums and other channels to learn more about potential solutions. According to sources, 95% of buyers make their decision based on who provided them ample content throughout different stages of the sales process. Studies also show 68% of customers feel more positive about a brand after consuming content. Your marketing team can provide blogs, white papers, case studies, ebooks and other forms of content to keep your prospects engaged and increase your credibility as a salesperson.

Hopefully, these tips are helpful heading into 2019, the year of the closer. As always, request a Winmo trial to see how you can change the game for you and your sales team!