Le Truc | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Affluent Millennial, Gen-X Opps: Four Seasons hires CEO, multiple marketing DMs (Score 28)

Sales lead: The CEO hire could lead to additional leadership changes that affect the marketing strategy and agency roster.

• Four Seasons Hotels & Resorts (FS) named Alejandro Reynal president & CEO in October 2022. 
• Reynal brings industry experience from his most recent position as president & CEO of Apple Leisure Group. 
• Reynal replaces John Davison, who retired after leading the company for about three years. 

Additional recent hires: 

• Benjamin Leblond joined the company as marketing director in August 2022. 
• Deepika Sarma joined the company as director of communications & digital marketing in August 2022. 
• Christina McCarthy joined the company as senior director of global media in April 2022. 

FS's target demographic: Affluent Gen-Xers & millennials 

The company will likely:

• Continue increasing digital spend
• Try new digital channels
• Seek agency assistance (digital/social)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: FS has not allocated any budget toward national TV ads so far this year.
• Last year: Full-year spend equaled $37.9k in 2020 and $36.8k in 2021. 
• 2021 ad programming: It placed ads during programming such as LPGA Tour Golf and PGA Tour Champions Golf. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: FS spent about $3.4m on digital display ads YTD, a 26% increase from $2.7m spent in this channel during the same time period of 2021. 
• YTD data: 445.3m impressions via Facebook (54%), Instagram (21%), desktop video (14%), desktop display (9%), and mobile display (2%). 
• Last year: Full-year spend jumped by 72% from $1.8m in 2020 to $3.1m in 2021. 
• Ad location: It placed 92% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, wunderground.com, and yahoo.com. It placed 8% of these ads indirectly through multiple indirect channels onto sites such as usatoday.com, travelandleisure.com, flightaware.com, ebay.com, and yahoo.com. 

Additional channel insights  

• FS also utilizes OOH, print, and local broadcast. 

Agency analysis:

• Opportunity: The new CEO may make changes to the company's leadership team that could lead to agency reviews. 
  • I also recommend offering digital/social media services considering the company just hired a new digital marketing director. 
• Current roster:
  • Starcom Worldwide: media AOR
  • Le Truc: creative AOR