Millennial Digital Opps: Death Wish Coffee appoints creative AOR (Score 66)

Sales lead: This appointment signals there are opportunities for both sellers & agency readers. 

• Death Wish Coffee Company (DWCC) named Mojo Supermarket creative AOR in May 2023.
• The agency will handle brand positioning, strategy, and creative. 
• Mojo's first work is scheduled to debut this fall. 
• This closely follows the CMO promotion we told you about earlier this year. 

Target demographic: Millennials

The company will likely:

• Release fresh creative work/brand campaign
• Ramp digital spend backup
• Build out the agency roster

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

• YTD spend: DWCC spent around $439.5k on digital display ads YTD, down from $1.9m spent in this channel during the same time period of 2022. 
• YTD data: 57.5m impressions via Facebook (66%) and Instagram (34%). 
• 2021-2022 spend: Full-year spend dropped 14% from $3.5m in 2021 to $3m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Agency analysis:

• Opportunity: Contact DWCC's DMs now to be top-of-mind because agency reviews commonly follow one another. 
  • I recommend offering PR, media, digital, or social media assistance. 
• Current roster:
  • Mojo Supermarket: creative AOR

Insight Sources: Digital spend insights estimated by Pathmatics.