Fitzco | Agency Profile, Contacts, AOR, Client Relationships

• Concluding a review, Dentsu X won McCormick's FMCG account, which spans full-funnel media strategy, planning, and buying.
• The agency will now work with McCormick's spice long along with brands such as .
• Since 2020, Dentsu held AOR duties for McCormick's US and Canadian businesses.
• McCormick consolidated its NA business at 360i in 2020; since then, 360i integrated its media operations into Dentsu X.
• Right now, McCormick is particularly focused on expanding its presence in the hot spot space.
• The company will likely:
  • Launch a new campaign soon
  • Shift its strategy
  • Return to higher ad spend
  • Conduct additional agency reviews
• Target demographic: 
  • Moms and household decision-makers in general

• This announcement comes not long after McCormick named Valda Coryat as its NA CS&T marketing VP in June 2022.
  • She previously served as the CMO at Trulieve.

Additional spending insights:

• Broadcast insights
  • 2020-2022 spend:  View recent national TV spend for top brands brand is on the rise.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, McCormick spent approximately $21.5m on digital ads, down slightly (6%) from the approximately $22.9m spent in 2021.
  • 2022 data: The company earned roughly 2.2b digital impressions last year via desktop video (42%), Facebook (31%), Instagram (24%), desktop display (2%), and mobile display (1%) ads.
    • McCormick placed 99% of its 2022 desktop display ads site direct onto YouTube and the remaining 1% site direct onto Twitch.
• Additional channel insights  
  • The company utilizes email, OOH, radio, print, Google Ads, local broadcast, and DRTV.
  • As you can tell from the video above, McCormick has been working with the metaverse and experiential activations such as the House of Flavor.
  • Its spending typically spikes in Q2 and Q4.

• Opportunity: Additional agency reviews could easily follow this one, so get in touch sooner rather than later to offer PR, experiential, creative, digital analytics, social media management, and/or multicultural services.
• Current agency roster:
  • ​​​​​​​Dentsu X: Media AOR
  • : Creative AOR
  • : Creative AOR
  • : AOR
  • : AOR

Insight Sources: Broadcast insights estimated by Media Analytics.

View our relatively recent update on the Frank's RedHot brand here.