Momvertising Digital Opps: WaterWipes names global AOR amid spend increases (Score 11)

WaterWipes tapped Omnicom as its global AOR in July 2021. The company wanted to consolidate all of its work under one parent agency to make its messaging more consistent. Omnicom Media Group will take care of media buying, BBDO LA will provide creative, ORPG will manage PR and Velocity Commerce Group will take care of retail marketing. This replaces incumbent AOR Interpublic Group. The company is planning a big push for 2020, with a reported marketing budget o over $10m 

According to Pathmatics, WaterWipes earned 68.3m impressions YTD through desktop display ads (43%), Facebook ads (28%), desktop video ads (17%), Instagram ads (8%) and mobile display ads (4%). It placed the majority (96%) of these ads site direct onto sites such as facebook.com, amazon.com, youtube.com, imbd.com and instagram.com. It placed the remainder (4%) through a variety of indirect channels onto sites such as yahoo.com, babycenter.com, finance.yahoo.com, cnn.com and azlyrics.com. It spent around $601.1k on digital display ads YTD, a significant jump from $232.9k spent in this channel during the same time period of 2020. Full-year spend increased 60% from $406k in 2019 to $651.4k in 2020. 

Sellers-- WaterWipes targets millennial moms through digital display ads. It has been increasing spend for the last couple years, which I expect to continue.This company may invest in new channels now that is has a new agency roster. Sellers should contact WaterWipes to offer ad space. 

Agency & martech readers-- I advise readers to continue searching for opportunities elsewhere. It seems WaterWipe's roster is full for now.