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OMD Canada | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
- Main Telephone
- (416) 681-5600
Primary Address
67 Richmond Street West
Second Floor
Toronto,
ON
M5H 1Z5
Canada
OMD Canada Contacts
Contacts (5/16)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Cathy C. | Chief Executive Officer | ON | ||||||||||||
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| Christine W. | Chief Talent & Enablement Officer | ON | ||||||||||||
| Tom F. | Chief Capabilities Officer | ON | ||||||||||||
| Michael P. | Chief Financial Officer | ON | ||||||||||||
| Michelle J. | Director, Client Communications | ON | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Gen-Z, Millennial Opps: Subaru launches latest iteration of cause marketing initiative
Sales Lead: recently teamed up with nationwide retailers and local shelters to help 47k+ pets find loving homes.
- Retailers held adoption events at their locations and ended up donating $1.6m+ to local shelters to help support their work.
- Subaru has a specific website for its ongoing "Subaru Loves Pets" campaign; the company regularly utilizes the hashtag in social media posts.
- The company will likely:
- Invest in a similar initiative ahead of 2023's National Make A Dog's Day in October
- Pursue similar cause marketing initiatives
- Seek new influencer partners under a new DM (more below)
- Target demographic:
- Gen-Z and millennials
- Its national TV commercials target both English- and Spanish-speaking audiences.
Recent leadership shifts:
- Subaru also recently hired integrated advertising production specialist Alexus Gale (July 2022), zone marketing manager Scott Denne (August 2022), and social media and influencer strategy manager Allison Krumm (February 2023).
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Subaru has spent approximately $19.7m on national TV commercials YTD, 12% less than the approximately $22.4m spent by this point last year.
- Last year: The automaker ended up spending around $134.4m on this channel in 2022 and 26% more, around $168.8m, in 2021.
- 2023 ad programming: This year, Subaru's commercials have targeted English- and Spanish-speaking Gen-X watching shows such as the Puppy Bowl XIX, The 65th Annual Grammy Awards, Law & Order: Special Victims Unit, The Big Bang Theory, and La Rosa de Guadalupe.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the company has allocated roughly $2m toward digital ads, an 18% increase from the roughly $1.7m allocated within the same 2022 timeframe.
- YTD data: Subaru has earned around 208.4m digital impressions YTD via Instagram (25%), Facebook (25%), YouTube (21%), desktop display (12%), desktop video (9%), and mobile display (8%) ads.
- Last year: The company's estimated full-year 2022 spend, $16.9m, decreased 18% from that of $20.7m in 2021.
- Additional channel insights
- Subaru utilizes print, Google Ads, and local broadcast.
- It also invests in short-form DRTV.
- Subaru has highly concentrated network TV coverage, and it's unlikely that a new campaign will roll out soon.
Additional agency insights:
- Opportunity: Subaru doesn't currently seem to have an agency partner handling experiential or multicultural, so get in touch to see if that might change.
- Current agency roster::
Insight Sources: Broadcast insights estimated by Media Analytics.