Sparkling ICE taps two AORs amid spend declines (Score 25)

Sales lead: These appointments will affect the brand's marketing strategy & may lead to additional reviews. 

• Sparkling ICE (SI) brought in two new AORs in September 2023.
• Red Tettemer O'Connell + Partners (RTO+P) is now the creative AOR, and MRM Media is the media AOR.
• RTO+P is responsible for creating campaigns, storytelling, and visual content. 
• MRM will handle all media strategy. 

Target demographic: Gen-Xers & millennials with a female skew

The brand will likely:

• Ramp ad spend back up
• Launch an ad campaign
• Revise media strategy
• Review other agency relationships

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

• YTD spend: SI spent almost $1.3m on digital display ads YTD, just 52% of the $2.5m spent in this channel during the same time period of 2022. 
• YTD data: 189.6m impressions via Facebook (52%), Instagram (36%), YouTube (8%), desktop display (2%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend fell by 37% from $5.2m in 2021 to $3.3m in 2022.
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, walmart.com, and amazon.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as brainly.com, chess.com, walmart.com, allrecipes.com, and watchuseek.com. 

Agency analysis:

• Opportunity: Agency reviews tend to follow each other, so get in touch now to be top-of-mind. 
• Current roster:
  • 5W Public Relations: PR
  • Bread & Butter Public Relations: digital
  • Red Tettermer O'Connell + Partners: creative AOR
  • MGM Media: media AOR

Insight Sources: Digital spend insights estimated by Pathmatics.