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Millennial Media Opps: Gilead Sciences taps new media AOR amid digital ad spend increase (Score 25)

Publicis Health Media and Horizon Media. While it will no longer handle the account, Publicis will still provide several advertising- and marketing-related services to Gilead. On the other hand, Horizon picked up some media duties in 2015 and is now off the account.

According to MediaPost and Kantar, respectively, the company generated $22b+ in revenue last year and spent over $335m in measured US media in 2019. Gilead is best known for its HIV-related brands such as Emtriva and Complera. It also markets other products including Tamiflu and medicines that treat liver diseases, oncology, cardiovascular and other areas.

This shift closely follows Gilead's appointment of portfolio strategy and analytics VP Merrill Birkner in April 2020.

iSpot approximates Gilead has not rolled out national TV spend since 2018, when $38m targeted a wide audience skewed toward Gen-X.

Lower national TV spend has allowed for higher digital spend; so far this year, Pathmatics reports the company has allocated $8.4m toward digital ads, up 62% from the $5.2m spent by this point last year. The past year's spend was split between desktop video ads (mostly on YouTube - 45%), mobile video ads (27%), desktop display ads (16%), mobile display ads (6%), Instagram ads (4%) and Facebook ads (1%). Gilead's full 2019 spend grew by 9% to $13.5m from $12.4m in 2018.

This reallocation of the company's marketing budget from national TV to digital channels leads us to believe it has started aging down its target demographic to reach more millennials. Kantar data reports Gilead also utilizes print media (newspapers) but, at least as of Q1 2020, hasn't used radio or OOH since 2019.

Agency & martech readers - Since reviews often follow one another, reach out soon for potential creative, digital analytics and/or social media management work. Winmo states Tolleson Design split creative and digital.