Conair taps brand communications AOR (Score 22)

Sales lead: Agency appointments commonly follow one another, so reach out now to be top-of-mind. 

• Conair named DeVries Global US brand communication AOR in April 2023.
• The agency will handle brand/product communications, media relations, and influencers. 
• The remit includes Conair's entire brand portfolio. 

Target demographic: Gen-Xers & millennials with a female skew

The company will likely:

• Form new influencer partnerships
• Increase promotional activity
• Review agency roster/seek additional assistance

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

• Conair:
  • YTD spend: Conair has not allocated any budget toward national TV ads so far this year. 
  • 2021-2022 spend: It spent around $117.7k in 2022, a 66% decrease from $351.1k spent in this channel during 2021. 
  • Ad programming: It placed ads during programming such as Law & Order: Special Victims Unit, Chicago Fire, NCIS, NICS: Los Angeles, and NCIS: New Orleans. 
• Cuisinart:
  • YTD spend: Cuisinart has not aired a national TV ad yet this year. 
  • 2021-2022 spend: Full-year spend jumped 63% from $4m in 2021 to $6.5m in 2022. 
  • Ad programming: It placed ads during programming such as NFL Football, Diners, Drive-Ins and Dives, Guy's Grocery Games, Hannity, and Below Deck Mediterranean. 

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

• YTD spend: Conair spent around $76.9k on digital display ads YTD, a significant decrease from $365.6k spent in this channel during the same time period of 2022. 
• YTD data: 10.1m impressions via Facebook (91%) and Instagram (9%). 
• 2021-2022 spend: Full-year spend fell 21% from $1.9m in 2021 to $1.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Additional channel insights  

• Vivvix: Conair also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: Contact Conair's DMs to see if you can pick up some of its business. 
• Current roster:
  • 9Rooftops: creative & social AOR
  • In-house: media