|Dave F.||Chairman & Founder||GA|
Sample of Related Brands
|Keri P.||Chief Financial Officer||GA|
|Evan L.||Chief Operating Officer||GA|
|Lindsey T.||Account Director||GA|
|Claire R.||Vice President, Digital Platforms & Connections Specialist||GA|
|******** *****-** ***********||Creative, Digital, Social||2016||present||*******|
|****-****||Creative, Digital, Social||unknown||present||*********|
|**** ****||Creative, Digital, Social||unknown||present||*******|
Gen-X, Millennial Momvertising Opps: McCormick switches media AORs amid digital increases (Score 45)
Concluding a review, spice company 360i as the new media buying and planning AOR for all media channels, replacing the company's relationship with Universal McCann, incumbent media AOR since 2015. We will likely see a new campaign in the coming months, readers.
In December, McCormick hired consumer products sales and marketing VP Erin Rooney; spend should continue rising under her leadership.
According to iSpot, YTD national TV spend of roughly $3.7 million has targeted millennial and Gen-X women (see targeting right), up 54% from the roughly $2.4 million spent by this point last year. McCormick's full 2019 spend decreased by -27% to around $20.1 million from around $27.7 million in 2018. We could see this drop reverse under a new AOR, but it seems to have allowed the company to spend more on digital display (more below).
Adbeat estimates that out of the $11.8 million spent on digital display ads within the past 24 months, 81% ($9.6 million) was spent within the past 12 months; as I mentioned, spend in this channel should remain high as McCormick continues seeking millennial customers. Most of the past year's ads were placed site direct ($7.7 million) onto publishers such as littlethings.com ($2.8 million), delish.com, countryliving.com, goodhousekeeping.com and cosmopolitan.com.
The drop in national TV spend and rise in digital display is likely an effort to reach more millennial parents, especially moms, since McCormick is already pretty established among Gen-X moms. Its sustainability efforts likely appeal to younger generations. The company's digital display targeting includes sites often visited by millennial moms, as I'm sure you noticed. An unnamed source with knowledge of the account told AdWeek that McCormick's media spending across all brands will soon be notably higher.
Per Kantar and McCormick's earnings calls, the company's spend often spikes during Q2 and Q4, so we should see a Q2 campaign soon. McCormick spent more than $37 million on measured US media in 2018 and around $21 million in Q1-Q3 2019, per Kantar. Along with the aforementioned channels, Kantar data indicates that the company utilizes print (magazines and Hispanic magazines), radio (as of 2019), OOH, search and local broadcast. Execs on the call also revealed that FY 2019 saw an 11% increase in US media spend; McCormick is especially focused on digital marketing via its website, social media, e-Commerce and mobile platforms.
Agency & martech readers - Since agency reviews often follow one another, reach out soon to see what work you can secure. in 2018.