Male Millennial, Gen-X Opps: True Value announces new AOR (Score 56)
Sales lead: This appointment will likely lead to spend shifts & additional agency changes. 
- True Value (TV) appointed Laughlin Constable as its AOR in June 2023.
- The agency is tasked with implementing a new brand, creative, & media strategy.
- TV has been handling marketing in-house for the past several years.
- We predicted agency changes when we told you about TV's new marketing SVP last year.
Target demographic: Gen-X & millennial men
The company will likely:
- Ramp up ad spend
- Revise its marketing strategy
- Seek additional agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: TV spent about $52.9k on digital display ads YTD, just 34% of the $156.1k spent in this channel during the same time period of 2022.
- YTD data: 6.9m impressions via Facebook (50%), Instagram (21%), mobile display (20%), and desktop display (8%).
- 2021-2022 spend: Full-year spend jumped from $66.1k in 2021 to $251.2k in 2022.
- Ad location: It placed 98% of these ads directly onto sites such as facebook.com, kezi.com, and instagram.com. It placed 2% of these ads indirectly through iPromote onto sites such as yahoo.com, msn.com, news.yahoo.com, chicagotribune.com, and uk.yahoo.com.
Additional channel insights
- Vivvix: TV also invests in OOH, print, radio, and local broadcast.
- It holds media planning discussions in Q2; it buys during Q1.
Agency analysis:
- Opportunity: Agency hires commonly follow one another, so reach out now to be top-of-mind.
- Current Roster:
- Laughlin Constable: media & creative AOR
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
