R/GA | Agency Profile, Contacts, AOR, Client Relationships

• Made with media company Uninterrupted and agency , "The Road to NILion$" includes a video series designed to educate Gen-Z athletes about NIL (name, image, and likeness) deals.
• It's part of CA's larger "That's Money" campaign; since its debut in August 2022, this campaign has relied heavily on sports and entertainment with sponsorships with people such as Serena Williams, Kendrick Lamar, and Megan Thee Stallion.
• Additional spots will continue rolling out weekly across social channels such as YouTube, on YouTube TV, in a Paramount+ video, and live on CA's Twitch channel.
• Additional athletes involved include former Kentucky Wildcats and upcoming NFL prospect Will Levis, as well as Olympian and UCLA gymnast Jordan Chiles.
• In the past, CA has worked with other college athletes such as Alabama Crimson Tide's quarterback, Bryce Young, and UConn Huskies's basketball star, Paige Bueckers.
• The brand will likely:
  • Pursue additional athlete sponsorships
  • Keep increasing national TV spend
  • Return to higher digital spend
• Target demographic: 
  • Gen-Z college athletes with a strong male skew
  • Male millennial and Gen-X consumers

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, CA has spent approximately $960.4k on national TV commercials, almost 5x the approximately $201.7k spent within the same 2022 timeframe.
  • Last year: The company spent around $4m on this channel last year after having spent merely a fraction of this, around $513, in 2021.
  • 2023 ad programming: CA's 2023 commercials have targeted viewers of NFL Football, RuPaul's Drag Race, Yellowstone, and I Survived.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The brand has allocated roughly $2.9m toward digital ads YTD, a significant decrease from the roughly $4.8m allocated by this point last year.
  • YTD data: Since the beginning of 2023, CA has earned around 369.7m digital impressions via Instagram (68%), YouTube (22%), and Facebook (10%) ads.
  • Last year: In 2022, the brand's estimated full-year spend more than doubled to $26.2m from that of $11.7m in 2021.
• Additional channel insights  
  • The brand utilizes Google Ads, Facebook, TikTok, Twitter, and online video (primarily via Youtube.com) ads.
  • CA also sponsors podcasts such as Critical Role and Impaulsive with Logan Paul.

Additional agency insights:

• Opportunity: Get in touch soon to see if CA is in need of agency partners to handle duties such as PR, digital analytics, experiential, influencer, and/or multicultural.
• Current agency roster:
  • R/GA: Creative agency partner (at least for this campaign project)
  • Uninterrupted: Media agency partner (at least for this campaign project)

Insight Sources: Broadcast insights estimated by .