Millennial Parents Opps: Barbie reviews creative account (Score 32)

Sales lead: Reach out ASAP to compete in the review. 

• Barbie just announced it is reviewing its creative account. 
• I believe BBDO is the incumbent agency. 
• The brand is hoping to build on the success of last summer's movie. 

Target demographic: Millennial parents

The brand will likely:

• Release fresh creative work/launch an ad campaign once it completes the review
• Review other agency relationships
• Ramp up ad spend

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

• YTD spend: Barbie spent almost $14.5m on national TV ads YTD, a 14% decrease from $16.9m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $23.9m in 2021 and $23.2m in 2022. 
• Ad programming: It placed ads during programming such as SpongeBob SquarePants, PAW Patrol, Henry Danger, Bluey, and The Loud House. 

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

• YTD spend: Barbie spent nearly $2.8m on digital display ads YTD, the same amount it spent in this channel during the same time period of 2022. 
• YTD data: 504.3m impressions via Facebook (57%), Instagram (22%), and YouTube (21%). 
• 2021-2022 spend: Full-year spend fell by 41% from $6.8m in 2021 to $4m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Additional channel insights  

• Vivvix: Barbie also invests in local broadcast.
  • It holds media planning discussions in Q4 and it buys during Q1. 
• Top podcasts sponsored: The Megyn Kelly Show, The Indicator from Planet Money, Stories from NPR, The NewsWorthy, and The Jordan B. Peterson Podcast. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so contact Barbie's DMs to see if it is looking for any other assistance. 
• Current roster:
  • Weber Shandwick: PR AOR
  • Spark Foundry: media AOR