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Gen-X, Boomer Opps: Consumer Cellular assembles new agency roster following CMO hire (Score 61)

Sales lead: This company has a completely new agency roster & marketing strategy, so reach out for more information. 

• Brainlabs to handle retail media, paid search, and paid shopping.
• It also picked up RAPP Worldwide for CRM, UX, and website experience. 
• This replaces incumbent shops Rain The Growth Agency. 
• CC is still looking for direct response TV & testimonials and brand positioning partners. 
• The company is shifting towards a more digital-based omnichannel marketing approach.
• I predicted agency changes when I told you about CC's new CMO in August. 

CC's target demographic: Gen-Xers & Boomers

The company will likely:

• Shift ad dollars from TV to digital channels
• Experiment with different ad channels to find the best mix
• Continue building out the agency roster

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

• YTD spend: CC spent approximately $32.8m on national TV ads YTD, close to the $33m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 11% from $98.2m in 2021 to $108.1m in 2022. 
• Ad programming: It placed ads during programming such as NBC Nightly News With Lester Holt, The Price Is Right, ABC World News Tonight With David Muir, Gunsmoke, and Let's Make a Deal. 

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

• YTD spend: CC spent nearly $1.7m on digital display ads YTD, a 35% decrease from $2.6m spent in this channel during the same time period of 2022. 
• YTD data: 196.5m impressions via Facebook (80%), YouTube (10%), desktop display (5%), Instagram (2%), and desktop video (2%). 
• 2021-2022 spend: Full-year spend fell by 31% from $11.8m in 2021 to $8.2m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, pbs.org, instagram.com, and twitch.tv. 

Additional channel insights  

• Vivvix: CC also utilizes radio, print, and local broadcast.  
• Top podcasts sponsored: Armstrong & Getty, Verdict with Ted Cruz, PBS NewsHour - Full Show, and The Herd with Colin Cowherd. 

Agency analysis:

• Opportunity: CC is still looking for more agency assistance, so reach out now to participate in the review. 
• Current roster: 
  • BrainLabs: retail media, paid search, and paid shopping
  • Havas Edge: performance media
  • RAPP Worldwide: CRM, UX, & website