Male Millennial, Gen-Z Opps: Duracell taps two new AORs (Score 32)

Sales lead: Start reaching out to offer ad space for the upcoming campaign. 

• Duracell brought on a pair of new AORs in August 2023.
• BBH is now the creative AOR, and VaynerMedia is the social AOR.
• BBH is already working on a holiday campaign and a new creative platform, which will launch in the spring. 
• Wieden+Kennedy, the incumbent creative AOR, won the account in 2016. 

Target demographic: Male Gen-Zers & millennials

The company will likely:

• Run a holiday ad campaign
• Keep shifting ad dollars from digital to TV
• Make additional agency changes

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

• YTD spend: Duracell spent nearly $14.5m on national TV ads YTD, a 32% increase from $19.1m spent in this channel during the same time period of 2022.  
• 2021-2022 spend: Full-year spend equaled $36.3m in 2021 and $35.9m in 2022. 
• Ad location: It placed ads during programming such as NBA Basketball, NFL Football, Vanderpump Rules, SportsCenter, and Friends. 

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

• YTD spend: Duracell spent about $5m on digital display ads YTD, a 43% decrease from $8.8m spent in this channel during the same time period of 2022. 
• YTD data: 543.5m impressions via desktop video (30%), Instagram (29%), Facebook (19%), YouTube (11%), Twitter (8%), desktop display (1%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend jumped from $7.6m in 2021 to $16.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as twitch.tv, instagram.com, facebook.com, youtube.com, and twitter.com. 

Additional channel insights  

• Vivvix: Duracell also invests in radio and local broadcast. 
• Top podcasts sponsored: Timcast IRL, Pardon My Take, The Rewatchables, Pod Meets World, and Drama Queens. 

Agency analysis:

• Opportunity: Contact Duracell's DMs to see if it plans on reviewing any of its other relationships. 
• Current roster:
  • BBH: creative AOR
  • VaynerMedia: social AOR
  • EssenceMediaCom: media AOR
  • Citizen Relations: PR