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Campaign Imminent: Skyy Vodka taps creative AOR after parent company named CMO (Score 71)

Skyy. The agency will support Skyy's brand relaunch, which is expected to roll out later in 2021. This rebrand will reportedly include an overhaul of the brand's packaging, brand claims and alcohol. Initially, though, Mono will develop a global creative platform that will run across all media beginning in H1 2021. This roster shift concludes a five-month review that consolidated Skyy's creative duties, which VMLY&R formerly handled; its international marketing initiatives used to fall to a myriad of agencies.

This closely follows Campari's appointment of US marketing head Andrea Sengara last year.

The only TV commercials that iSpot reports for Skyy aired online-only across Facebook, Twitter, YouTube and Pinterest. 

According to Pathmatics, Skyy has already allocated roughly $2.2k toward digital ads this year, double the roughly $1.2k it allocated within the same 2020 timeframe. The brand's estimated full-year 2020 spend rose by 5x to $2.3m from that of $500.9k in 2019. YTD, the brand has earned around 310.9k digital impressions via Facebook (67%) and Instagram (33%) ads.

Additionally, Magellan reveals Skyy has aired three podcast ads within the past 12 months.

Reportedly, the combined advertising and promotion spending across all brands dropped 3.1% YOY in 2020; however, as you can tell, this decrease is not reflected in Skyy's digital ad spend. Thus, I expect the brand's spend to continue rising, especially with its recent creative AOR appointment and upcoming brand relaunch. Skyy's sharp increase in digital ad spend and reliance on Facebook and Instagram show that it's primarily targeting drinking-age (21+) Gen-Z. The brand holds planning conversations in Q3 and buying conversations in Q2.

Agency & martech readers - Campari is obviously focused notably on its Skyy brand; since it recently appointed a brand-specific creative AOR for Skyy, it may also be in search of brand-specific PR, media, digital analytics and/or social media management partners. Campari is also still vulnerable to review due to its appointment of US marketing head Andrea Sengara Mindshare.