Legacy Marketing Partners | Agency Profile, Contacts, AOR, Client Relationships

• The agency will handle media buying, planning, and measurement.
  • A bespoke solution, Publicis Santé, will be housed in the agency's Performics performance marketing division.
  • The agency will harness predictive insights and consumer analytics by building an internal "marketing accelerator" capability that spans media, content, data, and technology.
  • PR will apply these insights and analytics to its omnichannel experiences and future growth.
• The hire comes just as PR has started investing more in automated marketing.
• It replaces incumbent Wavemaker, which picked up the PR account in 2020.
• PR consulted with MediaLink on this competitive review.
• The company will likely:
  • Continue increasing digital spend
  • Conduct additional agency reviews
• Target demographic: 
  • Drinking-age (21+) Gen-Z and millennials

Recent DM shifts:

• This review closely followed PR's appointment of NA brand creative head Anthony Glynn, who joined the company in October 2022.

Additional spending insights:

• Broadcast insights: Refer to ).
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2022, PR (this includes all subsidiaries) has spent approximately $33.4m on digital ads, 7% more than the approximately $31.3m spent in all of 2021.
  • YTD data: The alcohol giant has earned around 4.4b digital impressions YTD via Facebook (40%), Instagram (28%), Twitter (20%), desktop video (10%), and desktop display (1%) ads.
  • Last year: PR spent roughly $31.3m on this channel last year, 30% more than the roughly $24m spent in 2020.
• Additional channel insights  
  • The company also invests in OOH, print (local magazines), and local broadcast.
  • It utilizes experiential marketing with ads at sporting events.
  • PR additionally works with influencers.

• Opportunity: As you know, agency reviews often follow one another closely; therefore, I suggest getting in touch soon to offer PR, creative, digital analytics, and/or social media management services.
  • Since the company just hired a new brand creative head, creative reviews are especially likely.
• Current agency roster:
  • In-House: Creative
  • Publicis (Performics's Publicis Santé): Media AOR
  • : Creative, media, digital, multicultural, and social AOR
  • : Creative and social AOR
  • : Creative and PR AOR
  • : Creative AOR
  • : Experiential AOR
  • : Experiential and creative AOR
  • : Creative, media, digital, and social agency partner
  • : Creative agency partner
  • : PR agency partner
  • : PR agency partner
  • : Multicultural agency partner
  •  

Insight Sources: Broadcast insights estimated by Kantar.