Campaign Imminent: Upfield announces new media AOR (Score 51)

Sales Lead: Upfield just concluded a competitive pitch by assigning its global media account to Universal McCann.

• This shift replaces Dentsu X, which won the account in 2019.
• Hey, what's Up...field? Upfield is the parent company of brands such as Violife, Country Crock, and Flora.
• The company will likely:
  • Launch a new campaign
  • Implement strategy shifts
  • Return to higher spend
  • Conduct additional agency reviews
• Target demographic: 
  • Better-for-you (BFY) millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Upfield utilizes national TV to promote its Country Crock brand but hasn't done so since allocating around $95.7k in 2022.
  • Last year: The brand allocated around $95.7k toward this channel last year and much more, around $3.5m, in 2021.
  • 2022 ad programming: Country Crock's 2022 commercials targeted Gen-X watching shows such as Midsomer Murders, Iron Chef America, Hart to Hart, Carnival Eats, and Cold Mountain.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has spent approximately $3.4m on digital ads, less than half of the approximately $8.3m spent within the same 2022 timeframe.
  • YTD data: Upfield has earned ~437.8m digital impressions &TD via Instagram (48%), Instagram (28%), YouTube (10%), desktop display (8%), desktop video (4%), and mobile display (2%) ads.
  • Last year: The company spent roughly $16.1m on this channel in 2022, 50% more than the roughly $10.7m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with OOH, print (magazines), digital, local broadcast, Facebook, Instagram, TikTok (though just barely), and online video (primarily via Youtube.com) ads.

Additional agency insights:

• Opportunity: Agency reviews often follow one another closely, so reach out soon to offer creative, PR, digital analytics, social media management, experiential, influencer, and/or multicultural services.
• Current agency roster:
  • UM: Media AOR (July 2023)
  • Ogilvy - New York: Creative agency partner
  • We Are Social: Social agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.