Millennial Media Opps: Church's Texas Chicken announces new creative AOR (Score 65)

Sales lead: This appointment will likely lead to spend shift & additional agency changes. 

• Church's Texas Chicken named Brunner its strategic & creative AOR in July 2023.
• The agency will handle creative, strategic planning, social, digital, & analytics. 
• I believe this replaces Wunderman Thompson. 
• We predicted agency changes when we told you about Church's new CMO in March. 

Target demographic: Millennials 

The company will likely:

• Keep shifting ad dollars from digital to TV
• Launch an ad campaign/new creative work
• Make additional agency changes

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

• YTD spend: Church's spent around $4.9m on national TV ads YTD, a huge increase from $166.4k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell from $476.8k in 2021 to $193.7k in 2022.
• Ad programming: It placed ads during programming such as The First 48, NCIS, Dateline: Secrets Uncovered, Killer Couples, and Friends. 

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

• YTD spend: Church's spent about $684.1k on digital display ads YTD, about 53% of the $1.3m spent in this channel during the same time period of 2022. 
• YTD data: 101.2m impressions via Instagram (61%), Facebook (37%), desktop display (1%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend fell 12% from $2.6m in 2021 to $2.3m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, and kdramastars.com. It placed 1% of these ads indirectly through The Trade Desk onto espn.com. 

Additional channel insights  

• Vivvix: Church's also invests in OOH, print, radio, and local broadcast. 
  • It holds media planning discussions in Q1, and it buys during Q4. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • LAK PR: PR AOR
  • Brunner: strategic & creative AOR