Traction Corporation | Agency Profile, Contacts, AOR, Client Relationships

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Campaign Imminent: Riviana Foods hires new AOR for pasta brands

Battling Traction as their new AOR. The San Fran-based agency will be responsible for strategy and creative, so the three brands can reach younger millennial audiences.

There is no word on when the new campaign will drop, but sellers should focus on Q2-Q4, when the brands typically have an advertising spike. Of course, those who can reach millennials should secure revenue since that is where the brands are refocusing. 

American Beauty

ISpot reports a 2017 national TV spend of $1.5 million, most of which went to shows skewed towards older women (see chart). However, that targeting will likely change with the brand's new focus on millennials. 2016's spend was just shy of $2 million and focused on the same shows. 

Pathmatics reports a 2017 display spend of $10,600, down $130,900 from 2016. Ad targeting changed from being placed programmatically onto various sites to being placed 100% direct onto coupons.com and couponmom.com. 

This brand's spike is Q2 to Q3. 

Creamette

Creamette's 2017 digital spend was $21,800, which was down $55,200 from 2016. In the past, ads were placed solely through programmatic channels, but in 2017, ads were placed mostly direct (93%) on sites realtor.com, goal.com and cbslocal.com. 

This brand's spend spikes in Q4.

Ronzoni

Pathmatics reports a 2017 digital display spend of $15,000, which was down $282,300 from 2016. Ads used to be placed directly onto sites cookinglight.com, health.com and sheknows.com, but are now allocated (mostly indirectly) to topix.com, coupons.com and allrecipes.com.

This brand in particular focuses spend during Q3.