Insight Sources: Broadcast insights estimated by Podchaser.
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Zambezi | Agency Profile, Contacts, AOR, Client Relationships
Service: creative
- Main Telephone
- (310) 450-6800
Primary Address
10441 Jefferson Boulevard
Suite 100
Culver City,
CA
90232
USA
Zambezi Contacts
Contacts (5/29)
Name | Title | State | ||||||||||||
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Gavin L. | Partner & Chief Creative Officer | CA | ||||||||||||
Sample of Related Brands
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Chris R. | Founder & President | CA | ||||||||||||
Alex C. | Partner & Head, Content | CA | ||||||||||||
Jean F. | Principal & Chief Executive Officer | CA | ||||||||||||
Grace T. | Chief Media Officer | CA |
WinmoEdge
Under Armour targets Gen-Z in new push (Score 71)
Sales lead: Get in touch now if you can offer relevant ad space.
- Under Armour (UA) is bringing back the "Protect This House" slogan with a new campaign.
- The push includes notable athletes such as Steph Curry, Aliyah Boston, and Kelsey Plum.
- It will be supported across Instagram, Facebook TikTok, Snapchat, YouTube, and TV through April.
- The company is specifically targeting Gen-Zers.
- We told you about the company's new marketing strategy in February.
- This is the first creative work from UA's new lead creative agency Zambezi.
UA's target demographic: Gen-Z athletes with a male skew
The company will likely:
- Significantly increase ad spend
- Continue shifting strategy to reach Gen-Zers more effectively
- Conduct additional agency reviews (creative review in 2022)
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: UA spent nearly $2.4m on national TV ads YTD, just 30% of the $8m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend dropped by 31% from $39.4m in 2021 to $27.2m in 2022.
- Ad programming: It placed ads during programming such as College Basketball, Women's College Basketball, NBA Basketball, SportsCenter, and Dropped: Project Origin.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: UA spent approximately $6.7m on digital display ads YTD, a 12% increase from $6m spent in this channel during the same time period of 2022.
- YTD data: 936.3m impressions via Instagram (55%), Facebook (28%), desktop display (9%), YouTube (7%), and mobile display (1%).
- 2021-2022 spend: Full-year spend fell by 22% from $38.9m in 2021 to $30.4m in 2022.
- Ad location: It placed 98% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, jcpenney.com, and powerball.com It placed 2% of these ads indirectly through Infolinks and Google AdX+AdSense onto sites such as drudgereport.com, flickr.com, budgettravel.com, yahoo.com, and letterboxd.com.
Additional channel insights
- Vivvix: UA also invests in OOH, print, and local broadcast.
- Top podcasts sponsored: Talk Is Jericho, The Grave Talks | Haunted, Paranormal & Supernatural, The Ticket Top 10, Michigan Insider, and On Purpose with Jay Shetty.
Agency analysis:
- Opportunity: Contact UA's DMs to see if it plans on making any more changes to its agency roster.
- Current roster:
- Zambezi: lead creative
- Movement Strategy: social & experiential
- Idea Ranch: PR
- Digitas: media, digital, & social
- Optimum Sports: media buying & planning
- WP Narrative: experiential