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Millennial Investor Opps: The Vanguard Group taps new media AOR (Score 43)

Investment management company Razorfish. The agency will initially focus on creating a media strategy to more effectively reach potential investors, utilizing Vanguard's message of "simplicity, low costs, and client focus."

Vanguard's most recent notable ad campaign in 2019 included its first-ever national TV commercial. Huge developed the media strategy for this work, which rolled out across TV, social media, podcast, digital and print media. In the past, Vanguard has also worked with The Media Kitchen on media.

The aforementioned national TV commercials in 2019 mark the last time Vanguard utilized this channel, but it will likely return to this channel in 2021. These commercials aired during Q4 2019 and targeted male, sports-oriented viewers of programs such as College Football, NBA Basketball, College Basketball, Naked and Afraid and 2019 Presidents Cup. According to iSpot, Vanguard allocated around $10.2m toward these spots.

Pathmatics reports the company spent an estimated $29.4m on digital ads in 2020, up 7% from the estimated $27.6m it spent in 2019. Last year, Vanguard earned ~2.4b digital impressions via desktop display (94%), mobile display (3%) and Facebook (2%) ads. 90% of desktop display ads were placed site direct onto destinations such as fool.com, investopedia.com, investorplace.com, thestreet.com and money.cnn.com.

Vanguard offers brokerage and investment services to consumers, so it has a wide target demographic. However, the company's increased digital ad spend reflects stronger efforts to reach millennials. Remember its national TV commercials also specifically target men. Kantar data reveals Vanguard also invests in OOH, print (consumer and B2B magazines) and radio. The company's leaders hold planning conversations in Q1 and buying conversations in Q4.

Agency & martech readers - As you know, agency reviews often follow one another; thus, I suggest you contact soon to see what other work is available. To the best of our knowledge, Vanguard's current creative, digital and experiential AOR is Forsman & Bodenfors.