Millennial, Gen-X Opps: California Pizza Kitchen appoints media AOR (Score 23)

Sales lead: Reach out to offer ad space & inquire about agency work.

• California Pizza Kitchen (CPK) selected Acadia as its media AOR in April 2023. 
• The agency reportedly won the account due to its analytics, digital media, and eCommerce experience. 
• This replaces incumbent AOR Noble People. 

Target demographic: Gen-Xers & millennials

The company will likely:

• Revise media strategy
• Shift ad dollars around
• Make additional roster shifts

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

• YTD spend: CPK spent approximately $143.1k on digital display ads YTD, a 41% decrease from $241.9k spent in this channel during the same time period of 2022. 
• YTD data: 21.7m impressions via Facebook (57%), Instagram (31%), desktop display (9%), and mobile display (3%). 
• 2021-2022 spend: Full-year spend increased by 11% from $359.2k in 2021 to $397.7k in 2022. 
• Ad location: It placed 89% of these ads directly onto sites such as facebook.com, instagram.com, games.com, aol.com, and timeout.com/newyork. It placed 11% of these ads through multiple indirect channels onto sites such as yahoo.com, merriam-webster.com, realtor.com, weather.com, and kohls.com. 

Additional channel insights  

• Vivvix: CPK also invests in OOH and print. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so get in touch to see if CPK plans on making any more changes. 
• Current roster:
  • Known: creative AOR
  • Allison+Partners: PR AOR
  • Acadia: media AOR

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