Male Gen-X, Millennial Media Opps: Allstate taps creative AOR (Score 23)

Sales lead: Agency reviews tend to follow one another, so keep a close eye on this company.

• Allstate tapped Wieden + Kennedy creative AOR in December 2022.
• This replaces incumbent shop Droga5, which picked up the account in 2020. 
• The agency will start working on the account in 2023. 

Allstate's target demographic: Gen-X & millennial men

The company will likely:

• Release fresh creative work early next year
• Increase ad spend
• Review its other agency relationships

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Allstate spent approximately $292.9m on national TV ads YTD. 
• Last year: Full-year spend increased by 30% from $307.1m in 2020 to $398.8m in 2021. 
• 2022 ad programming: It placed ads during programming such as NFL Football, College Football, NBA Basketball, College Basketball, and MLB Baseball. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Allstate spent nearly $32.2m on digital display ads YTD. 
• YTD data: 4.3b impressions via Facebook (31%), Twitter (20%), desktop video (20%), Instagram (16%), desktop display (9%), mobile display (3%), and mobile video (1%). 
• Last year: Full-year spend jumped by 19% from $59.4m in 2020 to $70.9m in 2021. 
• Ad location: It placed 95% of these ads directly onto sites such as facebook.com, twitter.com, youtube.com, instagram.com, and espn.com. It placed 5% of these ads indirectly through Yahoo DSP and Google AdX+AdSense onto sites such as zillow.com, yahoo.com, finance.yahoo.com, ebay.com, and espn.com. 

Additional channel insights

•  Allstate also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Start reaching out to Allstate's DMs now in case it reviews any of its other accounts.
• Current roster:
  • Starcom Worldwide: media AOR
  • Lapiz: multicultural
  • Taylor: PR
  • Manifest: social & digital
  • Material Plus: digital