|Dipti B.||Executive Director, Planning - North America||NY|
Sample of Related Brands
|Marcus L.||Creative Director||NY|
|Allison Q.||Group Account Director||NY|
|Lindsay M.||Head, Public Relations & Social||NY|
|Anna W.||Director, Strategy||NY|
Campaign Imminent: Scholl hires new creative AOR post-acquisition (Score 47)
Concluding a review, Iris as its global creative AOR. Starting in April, the agency will drive forward the idea of how Scholl's brand can help consumers with footcare and overall wellbeing. This shift replaces incumbent AOR Havas Germany. This shift will likely mean new creative work soon, and it could lead to additional roster shifts down the road.
In 2021, Yellow Wood Partners acquired Scholl from Reckitt Benckiser. This reunited it with its former sister company, Dr. Scholl's, after 37 years of separation. The brands will continue operating separately and in different markets.
**Note: The spend information below is for Dr. Scholl's, not Scholl. Neither iSpot nor Pathmatics yet reflects brand-specific spend for Scholl, but this will likely change with upcoming work from its new creative AOR.**
So far this year, iSpot reports Dr. Scholl's has allocated roughly $1.2m toward national TV commercials. The brand had not utilized this channel by this point last year, but it did end up allocating roughly $2.6m by the end of the year. Dr. Scholl's 2022 commercials have aired during programming such as the Super Bowl LVI Pregame, CBS Evening News With Norah O'Donnell, CBS Mornings, American Idol and The Price Is Right.
Per Pathmatics, the brand has spent approximately $174.8k on digital ads YTD, more than 3x the approximately $56.2k it spent within the same 2021 timeframe. In 2021, Dr. Scholl's estimated full-year spend was up almost 2x at $2.3m from that of $1.3m in 2020. Since the beginning of 2022, the brand has earned around 20.6m digital impressions via Facebook (55%) and Instagram (45%) ads.
Scholl has been targeting Gen-Z and millennials, so I expect Scholl will do the same now that it's under the same parent company. According to Kantar data, Scholl also invests in print, radio, OOH and local broadcast, though overall spend in these channels is dropping. Sellers should contact soon to see what plans Scholl has for upcoming work.
Agency & martech readers - Since reviews often follow one another, keep this company on your radar for PR and/or digital analytics work down the road. You might also have a shot at media work; however, Scholl may work with Joan as creative AOR at the same time.