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Campaign Imminent: Indigo Books & Music taps creative AOR after naming new brand SVP (Score 70)

My name is Cossette. The agency will now work to amplify Indigo's brand purpose of helping its customers "live their best lives"; customers can use its books and growing lines of lifestyle and decor products to connect with their passions. Indigo has worked with a medley of agencies in the past on different campaigns, as well as its own in-house team. The company named Nathan Williams as chief creative officer to lead its creative studio in 2019, but Williams departed earlier this month. I expect to see work from Cossette within the next few months, and additional reviews could also occur.

As has been the case with many retailers, Indigo experienced a slump in sales due to pandemic-related closures. However, the company is starting to make a comeback; for the quarter that ended on January 1, its revenue grew 17.9% YOY and 12.2% compared to pre-pandemic levels. Indigo attributed this growth to a strong product assortment and a scaled-back promotional strategy. It also helped that the lifestyle and toy business was strong over the holiday season and that people have shown a reinvigorated interest in reading.

This announcement comes not long after Indigo appointed a new brand SVP; Alison Riley stepped into the role in September 2021. She had most recently served as an executive creative director at Chandelier Creative.

In April 2022, Indigo also expanded Andrea Limbardi's position to chief customer and digital officer. She joined the company in 2002 and was most recently CDO.

So far this year, Pathmatics reports Indigo has allocated roughly $1.9k toward digital ads, a mere fraction of the roughly $42.7k it had allocated by this point last year. The company's estimated full-year 2021 spend, $44.7k, reached only around a third of that of the $124k in 2020. Indigo has earned ~235.9k digital impressions YTD, 100% via Facebook ads.

The company typically targets millennials and Gen-X with a skew toward moms. Since it's working with a scaled-back approach, sellers would benefit from offering ways to optimize ROI with relatively low spend. Since Indigo experienced high sales during the last holiday season, we'll probably see an uptick in spending ahead of the holiday-packed Q4.

Agency & martech readers - Both Cossette's and Riley's appointments could result in agency reviews, so get in touch soon to secure potential PR, media and/or digital analytics partnerships. Winmo states Mindshare is Indigo's media AOR.