Mythology | Agency Profile, Contacts, AOR, Client Relationships

• The campaign is VP's first work from .
• It rolled out across TV, streaming, audio, digital, and social.
• VP is pretty well-established among female millennials and is working to expand its audience base and reach "everybody with a body," per relatively new CMO Jill Abbott.
• The company will likely:
  • ​​​​​​​Continue shifting its strategy
  • Keep increasing digital spend
  • Seek additional new agency partners
• Target demographic:
  • Since VP is working to expand beyond millennial women, it's safe to say it's starting to more intentionally target Gen-Z and Gen-X, particularly men.

Recent leadership shifts:

• VP made several key hires over the past several months such as SEO director Scott Hepner (April) and associate US social media and influencer marketing director Shelley Cameron (July).

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: VP allocated roughly $15.3m toward national TV commercials in 2022, 28% less than the roughly $21.3m allocated in 2021.
  • 2022 ad programming: Its 2022 commercials targeted Gen-X watching shows such as Family Feud, Chicago Fire, CBS Mornings, The Golden Girls, and Good Morning America.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: Last year, the company spent approximately $4.9m on digital ads, 36% more than the approximately $3.6m spent in 2021.
  • 2022 data: VP earned around 729.3m digital impressions in 2022 via Facebook (47%), Instagram (29%), desktop display (16%), desktop video (7%), and mobile display (2%) ads.
    • The company placed most (91%) of last year's desktop display ads site direct onto amazon.com.​​​​
• Additional channel insights  
  • The company utilizes Google Ads.
  • It also works with various influencers.

Additional agency insights:

• Opportunity: Get in touch soon to offer PR, media, multicultural, digital analytics, and/or experiential services since Mythology seems like a relatively new agency partner.
  • VP was already 2022 hire of CMO Jill Abbott.
• Current agency roster:
  • ​​​​​​​​​​​​​​Mythology: Creative agency partner

Insight Sources: Broadcast insights estimated by .​​​​​​​