Colangelo Synergy Marketing, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (203) 662-7074
Colangelo Synergy Marketing, Inc. Contacts
| Name | Title | State | ||||||||||||
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| Alyson T. | Owner | CT | ||||||||||||
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| Robert C. | Owner | CT | ||||||||||||
| Don G. | Owner & Managing Partner | CT | ||||||||||||
| Bryan C. | Interactive Senior Art Director | CT | ||||||||||||
| Wendy B. | Associate Creative Director | CT | ||||||||||||
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WinmoEdge
Media Edge: Johnnie Walker shifts strategy to reach multicultural audiences
The JW brand recently invested in an experiential activation around the 2023 Oscars. The initiative included a red carpet constructed from vignettes representing female filmmakers, especially ones who the show's nominations had rebuffed. The brand did not, however, advertise during the official ABC broadcast. Instead, JW's efforts focused on the mission experience to beget content and inspire people to get involved as opposed to traditional advertising, according to Sophie Kelly, parent company 's NA whiskeys and Baileys SVP.
Per AMC marketing head Kim Granito, JW parent company Diageo started working with AMC in 2020, when the network group launched The Content Room, its branded content studio.
Diageo's Kelly mentioned that since consumers have watched more TV than ever during COVID, the company has started ramping up its linear [TV] media and focusing more on niche audiences. Diageo is overall balancing its branded content and its more traditional advertising, especially as it continues growing its advanced audiences and targeted creative delivery growth capabilities.
Key Lead Takeaways: Reach out soon to see what similar efforts JW has planned for the rest of the year.
Target Demographics: Multicultural audiences of all ages
Key Spend Notes:
- Spend shift summary: Spend has dropped this year but will likely pick up now that JW is starting to ramp up its advertising efforts.
- Top spending period:
- Planning period: Q1
- Buying period: Q4
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes JW under Food & Beverage: Wine, Spirits & E-Cigs*
- 2023 YTD Spend: $3.1m
- STP 2022 Spend: $4.6m
- 2022 FY Spend: $12.6m
- 2021 FY Spend: $13.4m
- 2020 FY Spend: $6.9m
Ad Flight Breakdown (by spend): So far this year, JW has aired eight national TV spots; the top five are "Rewind the Night," the "Keep Walking Anthem," "Step Into a Taste Unknown," "Taste That Makes An Entrance," and "Best Gifts."
Top Daypart (by impressions): Primetime (268.5m)
Top Networks (by spend): ABC, HGTV, SundanceTV, Food Network, and ION
Top Shows (by spend): Jimmy Kimmel Live, Diners, Drive-Ins an d Dives, SportsCenter, NCIS, The Masket Singer
Top Industry/Vertical Spenders (YTD, by spend): Crown Royal (22.3%), Rémy Martin (12.6%), Ketel One (6%), Hennessy (4.8%), and Patron Spirits (4.7%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes JW under Whiskey, Scotch & Bourbon*
- 2023 YTD Spend: $3.9m
- STP 2022 Spend: $5.3m
- 2022 FY Spend: $12m
- 2021 FY Spend: $8.1m
- 2020 FY Spend: $3.8m
YTD Ad Flight Breakdown:
- Q2-Q3 2023 Spend (to date): $1.6m
- Q1 2023 Spend: $2.4m
- Q1 2022 Spend: $2.5m
- Q2 2022 Spend: $4.2m
- Q3 2022 Spend: $2.8m
- Q4 2022 Spend: $2.6m
YTD Impressions: ~533.2m
Top Ad Types: Facebook (62%) and Instagram (29%)
Top Purchase Channels: Direct (99%)
Top Publishers: Facebook (62%) and Instagram (29%)
Top Industry/Vertical Spenders (YTD, by spend): Diageo, Beam Suntory, Brown-Forman, Pernod Ricard, Ole Smoky Distiller, Proximo Spirits, and William Grant & Sons
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with print (magazines), digital, OOH, local broadcast, Facebook, Instagram, Twitter, and online video (primarily via Youtube.com) ads
iSpot (additional): OTT and linear
Top Sponsored Podcasts: PTI
Current Sponsorships/Partnerships: AMC Networks, Blacktag
Influencers & Brand Ambassadors: Colman Domingo
Current Agency Roster:
Insight Sources: Broadcast, OTT, and linear insights estimated by .