Adams Golf rebrands, launches ad campaign (Score 15)

Sales lead: Reach out to offer last-minute campaign ad space. 

• TaylorMade subsidiary Adams Golf (AG) is promoting its recent rebranding effort with a campaign.
• The brand, which now only offers its products online, just debuted a new logo and line of clubs. 
• The campaign is supported by a 30-second ad called "Built for Play" that will air across YouTube and paid/organic social media. 
• Multiple six-second ads will also run. 
• AG worked with Bullish on the campaign. 

Target demographic: Male millennials seeking to purchase golf clubs online

The brand will likely:

• Significantly increase ad spend 
• Ramp up promotional activity
• Seek additional agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: AG has not allocated any budget toward national TV ads so far this year.
• 2021-2022 spend: Full-year spend fell from $254.7k in 2021 to $107.7k in 2022. 
• 2022 ad programming: It placed ads during programming such as PGA Tour Golf, Live From the Masters, Live From the PGA Championship, GOLF Films, and LPGA Tour Golf. 

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

• YTD spend: AG spent around $9.6k on digital display ads YTD after not allocating any budget toward this channel during the same time period of 2022. 
• YTD data: 465.3k impressions via video and programmatic.
• 2021-2022 spend: Full-year spend equaled $2.2k in 2022. 
  • It did not invest in this channel in 2021. 
• Ad location: It placed 92% of these as video ads onto youtube.com. It placed 8% of these programmatically through Google Display Network and Google DV360 onto sites such as espn.com, freeflys.com, fandom.com, lapatilla.com, and gloucestershirelive.co.uk. 

Agency analysis:

• Opportunity: Get in touch to offer assistance promoting the rebrand and new products. 
• Current roster:
  • Bullish: creative AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Adbeat.