Campaign Imminent: BIC taps new PR AOR (Score 16)

Sales Lead: BIC Consumer Products selected 360PRplus as the PR AOR for its body art product portfolio, effective immediately.

• The agency will now handle PR planning, proactive news bureau, tentpole activations, new product launches, measurement, ongoing strategic counsel, and account management.
• It will handle brands such as BodyMark, Inkbox, and Tattly.
• M Booth & Associates, which became BIC's PR AOR in March 2023, will most likely retain PR duties for other brands.
• The company will likely:
  • Ramp up spend
  • Seek additional new agency partners
• Target demographic: 
  • Gen-Z and millennials

Recent leadership shifts:

• BIC also named Kris Nearing as its global brand development lead in April 2023.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, BIC has spent roughly $1.7m on digital ads, flat from the roughly $1.7m spent within the same 2022 timeframe.
  • YTD data: The company has earned around 227.1m digital impressions YTD via Facebook (61%), Instagram (35%), and YouTube (4%) ads.
  • Last year: BIC spent approximately $5.9m on this channel in 2022, a 18% increase from the approximately $5m spent in 2021.
• Additional channel insights  
  • The company utilizes print, digital, OOH, Google Ads, Facebook, and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: PR hires often precede additional agency reviews, so if you haven't yet done so, get in touch soon to offer creative, media, digital analytics, social media management, influencer, multicultural, and/or experiential services.
• Current agency roster:
  • 360PRplus: PR AOR (body art products - April 2023)
  • M Booth & Associates: PR AOR (March 2023)
  • Merkley + Partners: Media AOR
  • Doner CX: Creative and digital AOR

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