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GTB | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone
(313) 615-2000
Primary Address
550 Town Center Drive
Dearborn, MI 48126
USA

GTB Contacts

Contacts (5/32)
Name Title State
Brian E. Chief Media Officer MI
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (313) 615-2000
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 550 Town Center Drive

Dearborn, MI
48126
USA

Mike B. Global Chief Strategy Officer & Co-Managing Director MI
Andy W. Chief Financial Officer MI
Michael G. Associate Media Director, Digital Strategy & YouTube Programmatic MI
Isaac J. Associate Director, Platform Solutions MI

Client Relationships


Brand Service From To Media Spend
********, ***. Creative *
**** Media Planning, Media Buying, Multicultural, Programmatic *
**** ****** ***** Creative *
**** **** Media Planning, Media Buying, Programmatic, Multicultural *
**** ****** Media Planning, Media Buying, Multicultural, Programmatic *

See Winmo sales intelligence in action

WinmoEdge

Gen-Z, Millennial Opps: Carhartt recruits national parks employees in new campaign (Score 55)


Sales Lead: 

  • The OOH campaign's goals are to encourage Gen-Z and millennials to pursue entry-level parks positions around the US and to solidify Carhartt's commitment to those parks.
    • Younger demographics often crave work that combines their values - such as environmental issues - with opportunities to work outdoors.
    • Creative VP Brian Bennett reported that around half of Gen-Z and millennials would pick working outside rather than at typical office jobs.
    • He also reported that 85% are at least somewhat open to considering jobs in nature conservation or the outdoors.
  • The campaign promotes a program that highlights job opportunities in the NPF's service corps, which helps people on their way to full-time employment in America's 400+ national parks.
  • It rolled out regionally in Detroit, Seattle, Houston, Dallas, and Philadelphia.
  • In the past, per Bennett, Carhartt has largely been associated with the building trades and agriculture rather than outdoor performance and conservation.
  • The company will likely:
    • Roll out additional work
    • Expand this campaign nationally
    • Continue increasing digital spend
    • Conduct agency reviews under a relatively new CBO (more below)
  • Target demographic
    • Gen-Z and millennials with a male skew

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: Carhartt has allocated roughly $477 toward national TV commercials YTD, a huge decrease from the roughly $6.7k allocated by this point last year.
    • Last year: In 2022, the company allocated around $81.8k toward national TV commercials after having spent less than a quarter of this, around $18.4k, in 2021.
    • 2023 ad programming: Carhartt's 2022 commercials have targeted millennials watching Jarret Edwards Outdoors, Chicago P.D., and In Fisherman TV.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Carhartt has spent approximately $497.9k on digital ads, 7% more than the approximately $463.5k spent within the same 2022 timeframe.
    • YTD data: YTD, the company has earned around 50.6m digital impressions, 66% via YouTube ads, 31% via Instagram ads, and 3% via desktop display ads.
    • Last year: Carhartt's estimated full-year 2022 spend increased 8% to $2.6m from that of $2.4m in 2021.
  • Additional channel insights  
    • The company utilizes digital, local broadcast, OOH, Google Ads, Facebook, and online video (Youtube.com).
      • Its overall spend in the first three increased significantly YOY in 2022.
    • ​​​​​​​Carhartt also works with various influencers.

Additional agency insights:

Insight Sources: Broadcast insights estimated by .