Venables Bell & Partners | Agency Profile, Contacts, AOR, Client Relationships

• The agency will now lead brand-building initiatives, which will include duties such as research, brand platform, and creative development, along with comms ecosystem creation, rollout, and measurement.
• Taproom Studios, VB&P's content and creation shop, will also handle day-to-day marketing services supporting GS's recruitment efforts, the GS Cookie Program, and other key initiatives.
• The organization will likely:
  • Launch a new campaign soon
  • Shift its strategy
  • Return to higher ad spend
  • Conduct additional agency reivews
• Target demographic: 
  • Millennial and Gen-X women, especially moms

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, GS spent approximately $605.9k on national TV commercials, 39% less than the approximately $991.1k spent in 2021.
  • 2022 ad programming: Its 2022 commercials targeted Geen-X watching shows such as TMZ, The Drew Barrymore Show, College Basketball, College Football, and The Young and the Restless.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: The organization allocated roughly $719k toward digital ads last year, down 10% from the roughly $799.6k allocated in 2021.
  • 2022 data: In 2022, GS earned ~93.6m digital impressions via Facebook (81%), Instagram (14%), desktop display (3%), and mobile display (2%) ads.
• Additional channel insights  
  • The organization utilizes OOH, print, radio, local broadcast, and Google Ads.

Additional agency insights: