Hawkeye | Agency Profile, Contacts, AOR, Client Relationships

• His leadership, vision, and direction will support the company's technical and business strategic objectives, focusing on driving customer experience.
• Jayaram previously served as the chief information officer at Deere & Company.
• He succeeds Maya Leibman, who will relocate to the UK for family-related reasons after she leads the transition in preparation to take on new international responsibilities in 2023.
• The company will likely:
  • Return to heavier digital spend
  • Experiment with different technology and digital channels
  • Conduct agency reviews
• Target demographic: 
  • Millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, AA has spent approximately $36.4k on national TV commercials, up 36% from the approximately $26.8k spent by this point last year.
  • Last year: The company didn't utilize this channel after this point in 2021, meaning that it ended up spending around $25.8k by the end of the year. It didn't utilize national TV in 2020.
  • 2022 ad programming: AA's 2022 commercials have targeted the male-skewed audience of shows such as Stories from the 2022 James Beard Awards, Major League Rugby, MLR All-Access, MLR Draft, and Motorcycle Racing.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has allocated roughly $6.4m toward digital ads YTD, 31% less than the roughly $9.3m allocated within the same 2021 timeframe.
  • YTD data: Since the beginning of 2022, AA has earned ~815.2m digital impressions via Facebook (49%), Instagram (27%), desktop video (12%), desktop display (7%), Twitter (4%), and mobile display (2%) ads.
  • Last year: The company's estimated full-year 2021 spend of $11m reached 38% more than that of $8m in 2020.
• Additional channel insights  
  • The company also utilizes print, OOH, radio, and local broadcast.
    • AA utilizes both English and Spanish print media.

Additional agency insights:

• Opportunity: This hire could easily lead to agency reviews, so contact soon to remain top-of-mind.
  • ​​​​​​​Jayaram's digital expertise and role functions signal that digital and/or social reviews are especially likely.
  • AA named September 2022.
  • Thus, you'd have the best luck securing digital, social, and/or PR duties; however, media reviews could also occur.
• Current agency roster:
  • ​​​​​​​Walton Isaacson: Multicultural and creative AOR
  • : Media AOR
  • : Digital agency partner

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