Insight Sources: Broadcast insights estimated by Podchaser.
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Hill Holliday | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (617) 366-4000
Primary Address
2 Drydock Avenue
10th Floor
Boston,
MA
02210
USA
Hill Holliday Contacts
Contacts (5/74)
Name | Title | State | ||||||||||||
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Karen K. | Chair Emerita | MA | ||||||||||||
Sample of Related Brands
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Chris W. | Chief Executive Officer | MA | ||||||||||||
Lance J. | Executive Vice President & Chief Creative Officer | MA | ||||||||||||
Craig J. | Senior Vice President & Director, Creative | MA | ||||||||||||
Scott M. | Director, Facilities | MA |
WinmoEdge
Male Gen-X, Millennial Opps: Valvoline promotes marketing leader (Score 54)
Sales lead: This promotion will directly impact the company's agency roster & marketing strategy.
- Valvoline named Robert Kenny chief brand & digital officer in February 2023.
- Kenny joined the company in 2014 and most recently served as marketing & business development VP.
- He is responsible for brand equity, customer experience, information technology, pricing, analytics, and international retail.
Additional recent DM shifts:
- Graham Rouse joined as senior marketing director in October 2022.
- Maggie Pinsker joined as DIY marketing brand manager in February 2023.
- Patrick Daugherty joined as social & equity brand manager in October 2022.
Valvoline's target demographic: Millennial & Gen-X men
The company will likely:
- Shift to a digital-first marketing strategy
- Increase digital ad spend
- Seek digital agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Valvoline has not allocated any budget toward national TV ads since 2021.
- 2021 spend: It spent approximately $21.7k in 2021.
- 2021 ad programming: It placed ads during ARCA Racing Series.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Valvoline spent around $412.2k on digital display ads YTD, a 76% increase from $234.5k spent in this channel during the same time period of 2022.
- YTD data: 41.1m impressions via Facebook (31%), YouTube (26%), Instagram (16%), desktop video (13%), desktop display (9%), and mobile display (4%).
- 2021-2022 spend: Full-year spend dropped by 15% from $3.4m in 2021 to $2.9m in 2022.
- Ad location: It placed 98% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitch.tv, and retailmenot.com. It placed 2% of these ads through multiple indirect channels onto sites such as buzzfeed.com, hometalk.com, about.com, macrumors.com, and yourdictionary.com.
Additional channel insights
- Vivvix: Valvoline also invests in OOH and local broadcast.
- Top podcasts sponsored: The Dale Jr. Download - Dirty Mo Media, Past Gas by Donut Media, The Smoking Tire, Felger & Massarotti, and Mason & Ireland.
Agency analysis:
- Opportunity: Get in touch with Kenny soon to see if he plans on making any changes to Valvoline's roster.
- Current roster:
- Initiative: media AOR
- Hill Holliday: creative AOR