Campaign Imminent: CIBC taps new creative AORs (Score 29)

Sales Lead: CIBC is stepping into a "new chapter" with a new agency roster just a year after launching a rebrand.

• The company selected Courage and Oliver as its new creative agency partners.
• Courage will lead organization and "big picture creative thinking," and Oliver will handle high-quality production.
• The agency hires conclude a review we reported in April 2022.
• This shift ends CIBC's ten-year-long relationship with incumbent creative AOR Juniper Park\TBWA.
• The company is likely to:
  • Launch a new campaign soon
  • Return to heavier ad spend to support that new campaign
• Target demographic: 
  • Millennials and Gen-X

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: CIBC has spent roughly $129.1k on digital ads YTD, less than half of the roughly $294.3k spent by this point last year.
  • YTD data: So far this year, the company has earned around 14.9m digital impressions via Facebook (44%), desktop display (30%), Instagram (22%), and mobile display (4%) ads.
    • Top site destinations for this year's desktop display ads include chicagobusiness.com (74%), yahoo.com, indiatimes.com, foxnews.com, and msn.com.
  • Last year: In 2021, CIBC spent approximately $373.7k on this channel, 30% more than the approximately $288.1k spent in 2020.
• Additional channel insights  
  • The company also utilizes radio, OOH, print, and local broadcast.

Additional agency insights:

• Opportunity: Agency reviews tend to follow one another, so contact soon to offer PR, media, digital analytics, and/or social media management services.
• Current agency roster:
  • ​​​​​​​Courage: Creative AOR
  • Oliver: Creative AOR
  • MediaCom Canada: Media AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.