Deloitte Digital | Agency Profile, Contacts, AOR, Client Relationships

• This hire replaces Zeno Group, incumbent PR AOR of fifteen years.
• For a few projects in 2022, PH also worked with PR and marketing agency Superjuice.
• The brand will likely:
  • Launch a new campaign soon
  • Shift strategy
  • Ramp up spend more
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Gen-Z and millennials with a male skew
  • Its ads also target Spanish-speaking audiences

​​​​​​​Recent leadership shifts:​​​​​​​

• This shift closely follows PH's September 2022 promotion of global chief digital and customer experience officer ​​​​​​​Courtney Vogel.
• Vogel joined the company in October 2017 and most recently served as its international chief transformation officer.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: PH has spent approximately $38.8m on national TV commercials YTD, down 22% from the approximately $50m spent by this point last year.
  • Last year: In 2022, the brand spent around $131.4m on this channel after having spent barely less, around $131.3m, in 2021.
  • 2023 ad programming: PH's 2023 commercials have targeted male sports enthusiasts watching shows such as NFL Football, College Basketball, SportsCenter, the Super Bowl LVII Immediate Pregame, and ​​​​​​​the Super Bowl LVII Pregame.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: YTD, the brand has allocated roughly $8.7m toward digital ads, a 4% increase from the roughly $8.4m allocated by this point last year.
  • YTD data: Since the beginning of 2023, PH has earned ~948.9m digital impressions via YouTube (33%), Instagram (30%), Facebook (20%), desktop video (9%), desktop display (6%), and mobile display (3%) ads.
  • Last year: The brand's estimated full-year 2022 spend of $45.3m reached 42% more than that of $31.9m in 2021.
• Additional channel insights  
  • The brand utilizes radio, local broadcast, OOH, digital, and Google Ads.
  • As you can tell by the video above, PH also launches Spanish commercials.

Additional agency insights: