Gen-X, Millennial Opps: Boston Pizza appoints creative AOR (Score 26)

Sales lead: Reach out to offer ad space & inquire about other agency work. 

• Boston Pizza (BP) just announced Camp Jefferson as its new creative AOR.
• The agency's first creative work will reportedly launch in November 2023. 
• This replaces incumbent creative AOR John St. 

Target demographic: Gen-Xers & millennials

The company will likely:

• Keep ramping up digital spend
• Launch an ad campaign
• Build out its agency roster

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

• YTD spend: BP spent about $200.1k on digital display ads YTD, a significant jump from $39.6k spent in this channel during the same time period of 2022. 
• YTD data: 30.3m impressions via Facebook (92%), Instagram (5%), desktop display (2%), and Twitter (1%). 
• 2021-2022 spend: Full-year spend fell from $161.6k in 2021 to $44.5k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, twitter.com, yahoo.com, and forums.hfboards.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as tampabay.com, drudgereport.com, sulekha.com, forums.hfboards.com, and usnews.com. 

Additional channel insights  

• Top podcasts sponsored: OverDrive. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • Camp Jefferson: creative AOR
  • ICF Next: PR