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The Martin Agency | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (804) 698-8000
Primary Address
One Shockoe Plaza
Richmond,
VA
23219
USA
The Martin Agency Contacts
Contacts (5/121)
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Janet W. | Chief Financial Officer | VA | ||||||||||||
Sample of Related Brands
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Carmina D. | Chief Culture Officer | VA | ||||||||||||
Jordan M. | Executive Partner & Head, Account Leadership | VA | ||||||||||||
Tasha D. | Chief Revenue Officer | VA | ||||||||||||
Danny R. | Chief Executive Officer | VA |
WinmoEdge
Gen-Z, Millennial Opps: Bud Light launches first seltzer brand work from The Martin Agency (Score 78)
Sales Lead: In its first work from
- Reportedly, BLS conducted a survey in which 50% of pollers thought that the brand's hard seltzer has beer.
- The goal of the campaign is to differentiate BLS from Bud Light itself.
- The campaign itself is called "100% Hard Seltzer, 0% Beer," and the spot is called "Truckin' Bubbles."
- BLS also recently launched a flavor line called Sangria Splash, which is made with real fruit.
- The initiative also includes the rollout of a tabletop card game, Misconceptions, made possible by a partnership between BLS and party game organization Rabble.
- The game will team up with various influencers, and promotional material for it will roll out across social channels.
- The brand will likely:
- Continue rolling out work
- Return to higher ad spend
- Seek additional new agency partners
- Target demographic:
- Gen-Z and millennials
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, BLS has spent approximately $709.5k on national TV commercials, a far cry from the approximately $17.8m spent within the same 2022 timeframe.
- Last year: The brand spent around $24.2m on this channel last year after having spent almost 4x this, around $88.2m, in 2021.
- 2023 ad programming: BLS's 2023 commercials have targeted Gen-X watching shows such as House Hunters, Family Guy, Diners, Drive-Ins and Dives, Chicago Med, and Chicago PD.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The brand has allocated roughly $234.3k toward digital ads YTD, a mere fraction of the roughly $1.4m allocated by this point last year.
- YTD data: Since the beginning of 2023, BLS has earned around 30.8m digital impressions, 69% via Facebook ads, 28% via Instagram ads, and 3% via YouTube ads.
- Last year: The brand's estimated full-year 2022 spend reached $2.4m, only around a quarter of that of $9.2m in 2021.
- Additional channel insights
- The brand utilizes linear and OTT media.
Additional agency insights:
- Opportunity: If you haven't yet done so, get in touch to offer PR, media, experiential, and/or multicultural services.
- We have not yet heard of any additional roster shifts following Bud Light's appointments of AORs The Martin Agency and Anomaly, so you may still have a shot at securing work.
- Current agency roster:
- Anomaly: Creative AOR (Bud Light beer brand - August 2022)
- The Martin Agency: Creative AOR (BL's Seltzer and Next brands - August 2022)
- : Digital agency partner
- : Agency partner
- View AB InBev's full roster here.
Insight Sources: Broadcast, linear, and OTT insights estimated by Pathmatics.