Babbit Bodner | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Campaign Imminent: Chick-fil-A Peach Bowl taps new PR AOR (Score 39)

The Babbit Bodner as its new PR AOR, concluding a review. The agency will handle strategic communications, media relations and crisis management. Effective July 2022, Babbit Bodner supports properties that include the following: the Peach Bowl itself; the charity golf tournament known as the Peach Bowl Challenge; the Chick-fil-A Kickoff Games; and The Dodd Trophy's national coach of the year award. Babbit Bodner will especially focus on Peach Bowl's charitable relationships and contributions. Per Peach Bowl CEO and president Gary Stokan, the organization plans to give away around $6m in charity. Peach Bowl did not disclose the incumbent agency, but Stokan did add that the organization is looking "to go in a different direction." This will lead to strategy shifts that could involve higher spend and/or additional agency reviews.

Per Pathmatics, the organization hasn't utilized digital ads since 2021, when it spent approximately $16.8m on this channel. This estimated full-year 2021 spend reached 54% more than that of $10.9k in 2020. Last year, Peach Bowl earned roughly 1.7m digital impressions, 93% via Facebook ads and 7% via Instagram ads.

As you can tell, the organization relies heavily on paid social channels. This leads me to believe Peach Bowl is primarily targeting Gen-Z and millennials at this point. Its target demographic also has a strong male skew. As I briefly mentioned, new work from the organization's new AOR will likely lead spend to pick back up.

Agency & martech readers - As you know, PR hires often precede additional agency reviews; get in touch soon to offer media, digital analytics and/or social media management services. Blue Sky handles creative.