Gen-Z, Millennial Media Opps: Vans appoints global media AOR (Score 40)

Sales lead: Reach out to this company's DMs for more information as it is currently experiencing DM and agency roster turnover. 

• Vans selected OMD as its global media AOR in April 2023.
• This is the company's first global media AOR. 
• The agency is assembling a bespoke group named Team Vans to handle the account.
• This replaces incumbent AOR Starcom.
• We recently told you about the company's recent DM shifts.

Target demographic: Gen-Zers & millennials 

The company will likely:

• Make additional agency changes
• Revise media strategy
• Keep ramping up digital spend

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

• YTD spend: Vans spent approximately $8.9m on digital display ads YTD, a 39% increase from $6.4m spent in this channel during the same time period of 2022. 
• YTD data: 1.1b impressions via Instagram (57%), Facebook (28%), YouTube (13%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend jumped 57% from $20.2m in 2021 to $31.8m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, highsnobiety.com, and whowhatwear.com. 

Additional channel insights  

• Vivvix: Vans also invests in OOH and print ads.

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so get in touch to see if Vans plans on making any more changes. 
• Current roster:
  • GUT Los Angeles: creative
  • OMD: Global media AOR