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

• The agency will now handle global strategic and creative duties.
• The account will be led by a team that spans Ogilvy's global network that will focus on creative ideas and experiences designed to further bolster Jameson's leading position.
• This shift replaces Jameson's former creative AOR, Omnicom’s TBWA.
• We predicted PR would make additional roster shifts after hiring media AOR late last year.
• The review was managed by R3.
• The company will likely:
  • Launch a new campaign
  • Implement strategy shifts
  • Return to higher spend
  • Seek additional new agency partners
• Target demographic: 
  • Drinking-age (21+) men

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Jameson has spent approximately $4.1m on national TV commercials YTD, down slightly (11%) from the approximately $4.6m spent by this point last year.
  • Last year: The brand spent around $17.4m on this channel last year after having spent less than half of this, around $7.1m, in 2021.
  • 2023 ad programming: Jameson's 2023 commercials have targeted the male-skewed audience of shows such as the 2020 NBA All-Star Game, SportsCenter, the 2017 Stanley Cup Final, Vanderpump Rules, Diners, and Drive-Ins and Dives.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the brand has allocated roughly $3.7m toward digital ads, down 12% from the roughly $4.2m allocated within the same 2022 timeframe.
  • YTD data: Jameson has earned ~519.7m digital impressions YTD, 55% via Facebook ads, 40% via Instagram ads, and 5% via YouTube ads.
  • Last year: The brand's estimated full-year 2022 spend of $10.8m reached 71% more than that of $6.3m in 2021.
• Additional channel insights  
  • The Jameson brand utilizes Google Ads along with linear, OTT, OOH, print (though barely), digital, local broadcast, Facebook, Instagram, Twitter, and online video (via Youtube.com) ads.
  • Jameson holds planning conversations in Q1 and buying conversations in Q4.
  • The brand invests in sponsorship partners with teams such as the .

• Opportunity: PR may seek additional new agency partners for the Jameson brand, so reach out soon to offer brand-specific PR, digital analytics, multicultural, influencer, and/or experiential services.
• Current agency roster:
  • Ogilvy: Creative AOR (July 2023)
  • Performics: Media AOR (November 2022)
  • : Experiential AOR
  • : Experiential agency partner
  • View PR's full roster here.

Insight Sources: Linear, OTT, and broadcast insights estimated by Relo Metrics.