TPN | Agency Profile, Contacts, AOR, Client Relationships
Service: promotions
- Main Telephone
- (312) 396-0206
TPN Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Kayla W. | Chief Financial Officer | IL | ||||||||||||
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| Richard F. | President & Chief Operating Officer | IL | ||||||||||||
| Ellen C. | Chief Executive Officer | IL | ||||||||||||
| Sarah C. | Chief Growth Officer | IL | ||||||||||||
| Riviera M. | Associate Social Marketing Director | IL | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Media Edge: Wild Turkey to expand new initiative this fall, increases digital spend
Media Sales Lead: In Fall 2023, Bourbon brand Yoohei Kawakami. Dubbed "Trust Your Spirit," the campaign is currently running in Japan and Australia, and it will launch in the US starting this fall across channels such as social, digital, and audio. The campaign was made by WT's in-house creative director, Josh Combs, and Landia handled production.
The campaign also includes experiential elements. For example, WT will team up with iHeartMedia on a special music festival lounge across the country and attend 101 Bold Nights concerts. The new campaign features this new Wild Turkey Lounge.
WT also released a purpose-led music and experiential campaign platform, Music 101, a purpose-led and experiential initiative that promotes a mentorship program for aspiring Australian artists and various live off-grid gigs. If this does well, WT will likely utilize similar efforts in the US. This launch was made possible by partnerships with the following agencies: BRING Agency, Universal Music for Brands; Eleven PR; and Corby.
WT's sales have been up lately, especially in the US. In 2022, WT core bourbon grew by 26.2%. The brand's leaders attribute this to WT's ongoing revival of classic cocktails and at-home mixology products and content.
Key Lead Takeaways: Get in touch soon to secure some of this brand's increasing digital spend. You'd also benefit from offering high-ROI experiential strategies and/or influencer partnership possibilities.
Target Demographics: Male millennials and Gen-X
Top Brands:
Key Spend Notes:
- Spend shift summary: Digital spend is increasing notably.
- Top spending period: Q4
- Planning period: Q4
- Buying period: Q3
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes WT under Whiskey, Scotch & Bourbon*
- 2023 YTD Spend: $895.8k
- STP 2022 Spend: $788.5k
- 2022 FY Spend: $3.3m
- 2021 FY Spend: $4.9m
- 2020 FY Spend: $5m
YTD YOY Spend Increase: 14%
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $797.6k
- Q1 2023 Spend: $108.1k
- Q1 2022 Spend: $300.5k
- Q2 2022 Spend: $899.3k
- Q3 2022 Spend: $243.5k
- Q4 2022 Spend: $1.9m
YTD Impressions: 114,453,400
Top Ad Types: Instagram (51%) and Facebook (48%)
Top Purchase Channels: Direct (100%)
Top Publishers: Instagram (51%) and Facebook (48%)
Top Industry/Vertical Spenders (YTD, by spend): Diageo, Beam Suntory, Brown-Forman, Pernod Ricard, Proximo Spirits, Ole Smoky Distillery, and William Grant & Sons
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Digital, radio, and Google Ads
Top Sponsored Podcasts: Pat Gray Unleashed
Social Demographics: Men from the ages of 35-44 (34%) and 45-54 (21%)
Current Sponsorships/Partnerships: iHeartMedia
Influencers & Brand Ambassadors: Shakey Graves, Matt Corby, and Yoohei Kawakami
Recent & Upcoming Product Launches: Wild Turkey Lounge (recent)
Current Agency Roster:
- The following agency partners worked with WT on this new campaign project but are not headquartered in the US:
- Landia (production)
- BRING Universal Music For Brands (creative)
- Eleven PR (PR)
- Corby
- The WT brands' US agency roster includes:
Insight Sources: Digital spend insights estimated by .