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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 | ||||||||||||
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Brian E. | Chief Media Officer | MI | ||||||||||||
Sample of Related Brands
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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 |
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********, ***. | Creative | * | ||
**** | Media Planning, Media Buying, Multicultural, Programmatic | * | ||
**** ****** ***** | Creative | * | ||
**** **** | Media Planning, Media Buying, Programmatic, Multicultural | * | ||
**** ****** | Media Planning, Media Buying, Multicultural, Programmatic | * |
WinmoEdge
Gen-Z, Millennial Opps: Carhartt recruits national parks employees in new campaign (Score 55)
- 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.
- The company utilizes digital, local broadcast, OOH, Google Ads, Facebook, and online video (Youtube.com).
Additional agency insights:
- Opportunity: If you haven't yet done so, reach out soon to get on the radar of Susan Hennike, Carhartt's CBO since August 2022.
- Current agency roster:
Insight Sources: Broadcast insights estimated by .