Campaign Imminent: Jelmar taps new creative, digital AORs (Score 34)

Sales Lead: Quad agencies Periscope and Rise Interactive recently became the AORs for household goods company Jelmar.

• The agencies will focus on delivering brand-building work to engage audiences across all digital media, which includes linear TV, over-the-top (OTT), programmatic, search, social, and CLR's website.
• Periscope's consumer strategy and inventive creative will strengthen Jelmar's overall positioning, refresh its brand identity, and execute campaigns for the company's flagship CLR brand.
• Rise Interactive will utilize its data-driven approach to cross-channel media management and customer experience, focusing on bolstering digital growth.
• The company will likely:
  • Launch a new campaign
  • Shift strategy
  • Return to higher spend
  • Seek additional new agency partners
• Target demographic: 
  • Moms and household decision-makers in general

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Jelmar has allocated roughly $4.7k toward digital ads YTD, a huge decrease from the roughly $716.5k allocated by this point last year.
  • YTD data: So far this year, the company has earned about 610k digital impressions, 93% via Facebook ads and 7% via Instagram ads.
  • Last year: In 2022, Jelmar's estimated full-year spend more than doubled to $1.3m from that of $456k in 2021.
• Additional channel insights  
  • The company utilizes local broadcast and digital.
  • Jelmar also invests in short-form DRTV.
    • It has very highly concentrated network TV coverage and will not likely launch a new campaign soon.

Additional agency insights:

• Opportunity: Agency reviews often follow one another, so get in touch soon to offer PR, multicultural, experiential, media, and/or influencer services.
• Current agency roster:
  • Periscope: Creative AOR (April 2023)
  • Rise Interactive: Digital AOR (April 2023)
  • 9Rooftops: Creative, digital, and media AOR (August 2019)

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