Kettle | Agency Profile, Contacts, AOR, Client Relationships

• Wong joined TTP in April 2018 and was most recently its communications VP.
  • His responsibilities now expand upon those of Calvin Stowell, TTP's former CGO, who departed in February 2023.
  • With this promotion, Wong will focus on diversifying the organization's demographic reach.
• Budinger was previously TTP's senior communications manager.
  • He will lead a team that includes senior integrated marketing director Abie Peacock and brand and content VP Megan Stowe.
• TTP also hired creative director Nathanio Strimpopulos towards the end of 2022 and promoted campaigns director Abie McCauley to senior integrated marketing direction earlier in 2023.
• The organization will likely:
  • Shift strategy
  • Keep increasing spend
  • Conduct agency reviews
• Target demographic: 
  • Gen-Z and millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: TTP ended up allocating roughly $3.1k toward national TV commercials in 2022, only a third of the roughly $9.3k allocated in 2021.
  • 2022 ad programming: Its 2022 commercials targeted viewers of Love, Simon, Archer, Ice Age: Collision Course, and FXM Presents.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, the organization spent approximately $7.7m on digital ads, 43% more than the approximately $5.4m spent in 2021.
  • 2022 data: TTP earned around 937.9m digital impressions last year via Facebook (52%), Instagram (39%), desktop display (6%), and mobile display (3%) ads.
• Additional channel insights  
  • The organization works with celebrity influencers, utilizes cause marketing, and invests in Google Ads. 

Additional agency insights: