BrandingBusiness | Agency Profile, Contacts, AOR, Client Relationships

• Sumrow was most recently the marketing and brand management VP at Frontdoor.
• The company will likely:
  • Shift strategy
  • Keep increasing spend
  • Seek new agency partners
• Target demographic: 
  • Primary: Gen-Z and millennials
  • Secondary: Gen-X

Additional recent leadership shifts:

• FA hired marketing SVP John Asbell in April 2023 as well (or Asbell?).

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, FA has spent approximately $1.3m on national TV commercials, up slightly 8% from the approximately $1.2m spent within the same 2022 timeframe.
  • Last year: The company ended up spending around $3.6m on this channel in 2022 after having spent 31% less, around $2.5m, in 2021.
  • 2023 ad programming: FA's 2023 commercials have targeted Gen-X watching shows and movies such as Gunsmoke, Tales of Wells Fargo, Cheyenne, Wagon Train, and The Man From Snowy River.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has allocated roughly $3.2k toward digital ads YTD, almost triple the roughly $1.1k allocated by this point last year.
  • YTD data: Since the beginning of 2023, FA has earned ~1.3m digital impressions, 83% via YouTube ads, 10% via Facebook ads, and 7% via Instagram ads.
  • Last year: The company's estimated full-year 2022 spend of $3.9k reached less than a quarter of that of $17k in 2021.
• Additional channel insights  
  • The company utilizes digital ads and Google Ads.
  • FA invests in short-form DRTV ads.
    • It has incredibly widely dispersed network TV coverage and will not likely launch a new campaign soon.
    • FA's top TV networks include JUST, FBN, JustCen, COM, and ComTV.

Additional agency insights:

• Opportunity: Get on Sumrow's radar soon in case her hire leads to agency reviews.
• Current agency roster:
  • ​​​​​​​: Creative, branding, and identity agency partner

Insight Sources: Broadcast insights estimated by .