Campaign Imminent: Authority Brands taps PR AOR following C-suite promotion (Score 56)

Sales Lead: Authority Brands (AB) recently appointed 360PR+'s Powers Brand Communications as the PR AOR for three of its brands.

• The agency will now work on Authority's Monster Tree Service, Mosquito Squad, and DoodyCalls brands.
• Powers will focus on bolstering brand awareness and utilizing high-engagement campaigns to reach new customers, both locally and nationally.
• We predicted that agency hires would follow AB's recent promotion of Heather McLeod to CGO.
• This shift seems to have replaced incumbent PR AOR Fish Consulting, but we will let you know when we have confirmed this.
• The company will likely:
  • Launch a new campaign soon
  • Return to higher spend
  • Seek additional new agency partners
  • Continue pursuing brick-and-mortar expansion
• Target demographic: 
  • Millennial and Gen-X homeowners

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance for all brands)
  • YTD spend: Since the beginning of 2023, AB has spent roughly $627.7k on digital ads, down 27% from the roughly $865.2k spent within the same 2022 timeframe.
  • YTD data: The company has earned ~40.7m digital impressions YTD via desktop display (61%), YouTube (25%), mobile display (10%), and Facebook (4%) ads.
    • AB has placed most of this year's desktop display ads site direct onto destinations such as nbc-2.com (30%), abcactionnews.com, wptv.com, wfla.com, and kltv.com.
  • Last year: The company spent approximately $1.1m on this channel last year, 45% more than the approximately $820.1k spent in 2021.
• Additional channel insights  
  • AB utilizes Google Ads along with Facebook, Instagram, and online video (via Youtube Android and Youtube.com) ads.
  • The company invests in short-form DRTV ads.
    • AB has incredibly highly concentrated network TV coverage and will not likely launch a new campaign soon.

Additional agency insights:

• Opportunity: PR appointments often precede additional agency hires, so reach out sooner rather than later to offer creative, media, experiential, digital analytics, social media management, influencer, programmatic, and/or multicultural services.
• Current agency roster:
  • Powers Brand Communications: PR AOR (Monster Tree Service, Mosquito Squad, and DoodyCalls brands; September 2023)
  • Harvey Agency: Creative agency partner
  • The Loomis Agency: Media planning agency partner
  • Fish Consulting: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; DRTV insights by Media Analytics.