Cultivator Advertising & Design | Agency Profile, Contacts, AOR, Client Relationships

• The agency will now lead NBB's media strategy, planning, and buying; it will also track the company's awareness and sales.
• Its media remit spans channels such as linear TV, connected TV, social media, streaming video, and direct mail partnerships.
• NBB also recently launched a new brand, Green Flags, as you can tell from the video above.
• Additionally,
• NBB is well-known for , its flag beer, and Voodoo Ranger, its IPA brand.
• We predicted that NBB would conduct an agency around September 2022-March 2023 a year ago when it appointed CMO Shaun Belongie.
• The company will likely:
  • Launch a new campaign
  • Shift strategy
  • Return to higher national TV spend in Q2 2023
  • Continue increasing digital spend
• Target demographic: 
  • ​​​​​​​Gen-Z and millennials

Recent leadership shifts:

• Since hiring CMO Belongie last year, NBB has also promoted its former senior retail marketing director, Heather Johnston, to hospitality and retail marketing VP (June) and its former senior Voodoo Ranger brand manager, Dave Knospe, to Voodoo Ranger and Fat Tire director.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: NBB hasn't utilized national TV since H2 2022 when it spent approximately $284.2k on commercials.
    • ​​​​​​​Since the company didn't utilize this channel until H2 last year, I expect it will return to this channel in H2 2023.
  • Last year: In 2022, the approximately $284.2k that the company ended up spending nearly tripled the approximately $95.4k spent by this point last year.
  • 2023 ad programming: NBB's 2023 commercials have targeted Gen-X watching Bob's Burgers, Family Guy, The Simpsons, and The Great North.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has allocated roughly $596.9k toward digital ads, 63% more than the roughly $366.7k allocated within the same 2022 timeframe.
  • YTD data: NBB has earned ~69.8m digital impressions YTD via Instagram (62%), YouTube (31%), desktop display (4%), Facebook (2%), and mobile display (1%) ads.
  • Last year: The company allocated around $2.3m toward this channel last year after having allocated 26% more, around $2.9m, in 2021.
• Additional channel insights  
  • The company utilizes digital, OOH, local broadcast, and Google Ads.
  • It sponsors podcasts such as The Official SaaStr Podcast.

Additional agency insights:

• Opportunity: Agency reviews often follow one another, so get in touch soon to offer creative, PR, digital analytics, social media management, influencer, multicultural, and/or experiential services.
• Current agency roster:
  • ​​​​​​​​​​​​​​Exverus: Media AOR (2023)
  • : Creative agency partner
  • : Creative agency partner

Insight Sources: Broadcast insights estimated by .