Campaign Imminent: Wella Professionals taps creative AOR following CMO appointments (Score 79)

Sales Lead: Wella Professionals recently selected The Badger Agency as the creative AOR for its Ultimate Repair product line.

• The company already launched a campaign from Badger: "Make It Legendary."
• I predicted that Willa would conduct an agency review when it hired NA CMO Lori Pantel and global CMO Hugh Dineen.
• The company will likely:
  • Continue rolling out new work
  • Keep ramping up spend
  • Conduct additional agency reviews
• Target demographic: 
  • Women ranging from Gen-Z through Gen-X

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Wella has spent roughly $281.4k on digital ads, 12% more than the roughly $252.1k spent within the same 2022 timeframe.
  • YTD data: The hair product company has earned ~37m digital impressions YTD, 51% via Instagram ads and 49% via Facebook ads.
  • Last year: In 2022, Wella spent approximately $689.5k on this channel, less than half of the approximately $1.6m spent in 2021.
• Additional channel insights  
  • The company utilizes digital, radio, and local broadcast

Additional agency insights:

• Opportunity: 
• Current agency roster:
  • ​​​​​​​​​​​​​​The Badger Agency: Creative AOR (May 2023)

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