Performance Art | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Male Opps: Scotts Miracle-Gro taps new AOR, launches campaign (Score 67)

Sales Lead: 

• The agency now handles creative and strategy and is focused on building brand awareness and product sales.
• MullenLowe already launched its first work for SMG, a campaign that features a new hype man, Game of Thrones actor Kristofer Hivju.
• The campaign rolled out across TV, OLV, streaming audio, display, and paid social and owned media channels.
• I predicted that another agency hire would follow SMG's recent appointments of digital AOR (hired in 2015, retained in 2022).
• The company will likely:
  • Shift strategy
  • Launch additional new work from MullenLowe (Brienne hopes there will be more work with Hivju, of course)
  • Continue ramping up TV spend
  • Return to higher digital spend
  • Seek additional new agency partners
• Target demographic: 
  • Millennial and Gen-X men

Additional spending insights:

• Broadcast insights (TV ad creative spend)
  • YTD spend: Refer to this chart for top brands' recent national TV spend; note how much spend is increasing for the Scots brand this year.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, SMG has spent approximately $1.7m on digital ads, down significantly from the approximately $4.7m spent within the same 2022 timeframe.
  • YTD data: The company has earned ~294.4m digital impressions YTD via Twitter (38%), Facebook (27%), Instagram (27%), mobile display (3%), desktop display (2%), YouTube (1%), and desktop video (1%) ads.
  • Last year: In 2022, SMG spent roughly $11.2m on this channel, a huge decrease from the approximately $48.5m spent in 2021.  
• Additional channel insights  
  • The company utilizes radio, digital, OOH, local broadcast, print (magazines), Google Ads, and online video (via Youtube Android) ads.
  • SMG sponsors podcasts such as Entrepreneurs on Fire and Oilers NOW with Bob Stauffer.

Additional agency insights:

• Opportunity: Since agency reviews so often follow one another, get in touch soon to offer PR, multicultural, influencer, digital analytics, and/or experiential services.
• Current agency roster:
  • MullenLowe: Creative and strategic AOR (2023)
  • Performance Art: Digital AOR (2023)
  • Mediahub Global Boston: Media AOR (2015)

Insight Sources: Broadcast insights estimated by .