TGI Friday's picks up social agency amid CMO search (Score 44)

Sales lead: This appointment will affect the company's social strategy & may lead to additional roster shifts. 

• TGI Friday's appointed Spark as its social media engagement agency in September 2023
• The agency will manage TGI's Facebook, Instagram, X, and TikTok profiles.
• It will also handle crisis management, community engagement, and creative content collaboration. 
• Friday's has not filled the CMO vacancy we recently told you about. 

Target demographic: Millennials & Gen-Xers

The company will likely:

• Revamp social strategy
• Increase social spend
• Make additional agency changes

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

• YTD spend: Friday's has not aired a national TV ad so far this year.
• 2021-2022 spend: Full-year spend equaled $107k in 2022.
  • It did not invest in the channel in 2021. 
• 2022 ad programming: It placed ads during programming such as 90 Day Fiance: Before the 90 Days, Street Outlaws: Fastest in America, Evil Lives Here, On the Case With Paula Zahn, and Diners, Drive-Ins and Dives. 

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

• YTD spend: Friday's spent around $1.2m on digital display ads YTD, a 37% decrease from $1.9m spent in this channel during the same time period of 2022. 
• YTD data: 181.1m impressions via Facebook (68%), Instagram (17%), desktop display (10%), YouTube (2%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend fell by 38% from $4.8m in 2021 to $3m in 2022. 
• Ad location: It placed 95% of these ads directly onto sites such as facebook.com, instagram.com, ftw.usatoday.com, youtube.com, and usatoday.com. It placed 5% of these ads through multiple indirect channels onto sites such as usatoday.com, football.fantasysports.com, fandom.com, chegg.com, and gamebanana.com. 

Additional channel insights  

• Vivvix: Friday's also invests in OOH, print, and local broadcast.
• Top podcasts sponsored: The Power Trip, Dave & Chuck the Freak: Full Show, Post Reports, Voicemail Dump Truck, and Race Chaser with Alaska & William. 

Agency analysis:

• Opportunity: Get in touch now to see if Friday's plans on making any more agency changes. 
• Current roster:
  • Spark: social AOR